Consumer behavior in the sustainable clothing industry
Keywords
Loading...
Authors
Issue Date
2021-07-26
Language
en
Journal Title
Journal ISSN
Volume Title
Publisher
Abstract
Several problems do exist in the clothing industry. Problems with the environment, for people who work in the clothing industry, and people who live around clothing factories. Consumers are mainly responsible for the demand side of this problem. More research is needed on consumer behavior in the sustainable clothing industry to help solve this problem. This research contributes to this, more specifically to the willingness to pay by consumers for sustainable clothes. A questionnaire is used to examine this willingness to pay and which factors are influencing this willingness to pay to what extent. The five independent variables which are analyzed using a regression are: gender, generation,
education level, information level, and knowing people who are concerned with sustainability. It is found that older generations, women and people who know more people who are concerned with sustainability have a higher willingness to pay. The other independent variables showed no significant effect on willingness to pay. Because the willingness to pay by consumers knowing more people who are concerned with sustainability is higher, clothing brands could use influencers to sell their
sustainable clothes.
Description
Citation
Supervisor
Faculty
Faculteit der Managementwetenschappen