Monnier, ArnaudFromell, Emma2025-08-052025-08-052025-01-312025-02-27http://hdl.handle.net/10362/186063The 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.engSustainable consumer behaviorSustainable fashionEmotional appealPurchase intentionEnvironmental claimAdvertisementPride appealmaster thesis203962338