The Effects of Construal Level Theory on Marketing Communication about Sustainable Fashion.
dc.contributor.advisor | Schellekens, G.A.C. | |
dc.contributor.advisor | Janssen, L. | |
dc.contributor.author | Behnke, G.S. | |
dc.date.issued | 2015-06-01 | |
dc.description.abstract | The recent increase of low-cost fashion production has severe negative impacts on our environment. Consumers often are aware of this, yet largely refrain from purchasing sustainably-produced fashion. This study examined how Construal Level Theory could be employed to increase consumers’ attitude towards sustainable-fashion and purchase intention of sustainable-fashion. This theory suggests that consumers think in psychologically close (low construal) and psychologically distant (high construal) levels. Consumers are thought to think in a low construal level when shopping, which was confirmed by a pre-test. Five slogans containing a low vs. high construal element, minimizing psychological distance and containing the elements low-high vs. high-low have been constructed to assess the use of construal level in marketing communication. None of the slogans showed a significant effect on attitude towards and purchase int! ention of sustainable-fashion. Other factors such as temporal orientation of the consumers were looked at, and significant effects were found. This implies that Construal Level Theory might not be a useful tool to change consumers attitude towards and purchase intention of sustainable-fashion, yet might impact other factors that can potentially be useful in marketing communication. | en_US |
dc.identifier.uri | http://theses.ubn.ru.nl/handle/123456789/338 | |
dc.language.iso | en | en_US |
dc.thesis.faculty | Faculteit der Letteren | en_US |
dc.thesis.specialisation | Bachelor Communicatie- en Informatiewetenschappen | en_US |
dc.thesis.studyprogramme | Bachelor Communicatie- en Informatiewetenschappen | en_US |
dc.thesis.type | Bachelor | en_US |
dc.title | The Effects of Construal Level Theory on Marketing Communication about Sustainable Fashion. | en_US |
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