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Psychological determinants of sustainable consumer behavior - the role of pride in sustainable fashion consumption
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Resumo(s)
The fashion industry’s environmental impact has spurred interest in sustainable fashion,
emphasizing the need to address the attitude-behavior gap. This paper constitutes part of
broader research investigating how coupling environmental claims with emotional appeals
influences purchase intentions for sustainable fashion, specifically focusing on the emotion of
pride. The study undertook a quantitative, survey-based experimental design with 123
respondents. Results revealed mixed findings, as the pride manipulation failed to induce a
significant difference in the intended emotion. The findings highlight the complexity of isolating
specific emotions and underscore the need for future research on its nuanced role in promoting
sustainable consumption.
Descrição
Palavras-chave
Sustainable consumer behavior Sustainable fashion Emotional appeal Purchase intention Environmental claim Advertisement Pride appeal