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Generation y’s intention to perform in-store recycling in the fast fashion industry: A combined TPB and NAM approach
Jönköping University, Jönköping International Business School, JIBS, Business Administration.
Jönköping University, Jönköping International Business School, JIBS, Business Administration.
2018 (English)Independent thesis Advanced level (degree of Master (One Year)), 15 credits / 22,5 HE creditsStudent thesis
Abstract [en]

Background: Due to accelerating environmental problems caused by fast fashion sustainable business solutions become increasingly important. Thus, the following thesis examines generation y’s intention to perform in-store recycling at fast fashion retailers and investigates the factors most influential on intention. Besides, it analyses if an attitude-intention gap exists. To fulfil the study’s purpose, a combination of the theory of planned behaviour (Ajzen, 1985) and the norm activation model (Schwartz, 1977) is used.

 

Approach: Within this study a quantitative method in terms of an online survey is applied. Based on a sample of 326 respondents, relationships between variables are analysed with Pearson correlation analysis and multiple regression. To further identify differences among groups, Independent samples t-test and ANOVA are conducted.  

 

Findings: The study’s findings reveal that generation y generally intends to participate in in-store recycling, while the intention is significantly higher among women than men. The intention to perform in-store recycling is predominantly intrinsically motivated as it is most driven by individuals’ personal norm. 

 

Value: The findings of our study particularly add value for fast fashion retailers and marketers by presenting a novel research model combining most relevant factors required to adequately address consumers among generation y to perform in-store recycling. This specifically allows fashion retailers to successfully establish the concept of in-store recycling. Our study is further beneficial for sustainability researchers, environmental activists, charity organisations and policy makers to create a more sustainable future.

Place, publisher, year, edition, pages
2018. , p. 91
Keywords [en]
Generation y, Fast fashion, Clothing disposal behaviour, Pro-environmental behaviour, In-store recycling
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hj:diva-39632ISRN: JU-IHH-FÖA-2-20180650OAI: oai:DiVA.org:hj-39632DiVA, id: diva2:1211701
Subject / course
JIBS, Business Administration
Supervisors
Examiners
Available from: 2018-06-20 Created: 2018-05-31 Last updated: 2018-06-20Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
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