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Ethical consumer behavior: the attitude-behavior gap in the textile industry
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Resumo(s)
In today’s society the trend of ethical consumerism is undeniable, yet, even though consumers are
ethically concerned, they rarely transform their intentions into a green purchasing behavior – a
phenomenon that is also present in the sustainable fashion industry. This study aims to
understand the prevailing attitude-behavior gap and explores the barriers that constrain
consumers in purchasing green apparel. A total of thirteen in-depth interviews were conducted
and analyzed to the principles of grounded theory. The analysis reveals that the following barriers
impede consumption of sustainable fashion: Price, availability, knowledge, transparency, image,
inertia and consumption habits. The impact of each on consumers’ purchase decisions might be
of interest to apparel manufacturers and retailers who should implement strategies to encourage
eco-conscious apparel acquisition and focus on diminishing these barriers. Hence, this paper
recommends industry parties (1) to concentrate on product attributes, (2) to adopt a digital
communication strategy and (3) to make a greater effort on making green apparel attainable. This
study contributes to the overall understanding of consumer behavior in the ethical fashion
industry and examines in-depth the purchasing criteria for sustainable fashion for consumers.
Descrição
Palavras-chave
Ethical consumer behavior Sustainable fashion Attitude-behavior gap Fast fashion