Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
Nobody Likes It, Everybody Buys It ?!: The Attitude-Behavior Gap in Fast Fashion
University of Borås, Swedish School of Textiles.
2012 (English)Independent thesis Advanced level (degree of Master (One Year))Student thesis
Abstract [en]

Negative voices about fast fashion have become much louder in the last couple of years. Stories about sourcing, production and disposal of products became headliners in respectable newspapers and material for shocking documentaries. However, the fast fashion retailers are still expanding their territories and even new chains emerge. Observing the ongoing dialogue between the dissenting votes against fast fashion, its producers and consumers lead to the assumption that there might be a gap between young consumers’ attitude towards fast fashion and their corresponding behavior. Such a gap has been examined in many research areas before concerning for example the consumption of more ethical products, the attitude towards corporate social responsibility or health related matters. To investigate the assumed gap in fast fashion consumption further a deductive approach has been used and focus groups have been conducted which offered great insight into the opinions and beliefs of the fast fashion main target group. Multiple hypotheses have been drawn from these findings and an online questionnaire was implemented to back up those results. In order to assemble the questionnaire and analyze the results several theories regarding the forming of attitude and behavior haven been used and explained in further detail, including the Hierarchy of Effects, The Consistency Theory, The Techniques of Neutralization, The Theory of Reasoned Action and the Theory of Planned Behavior. Conclusively it can be said that young consumers do have to a certain degree a negative attitude towards fast fashion but still name it as their first shopping choice. Even though not all hypotheses which have been drawn could be fully confirmed, a gap is definitely visible between consumers’ attitude and their behavior and the reasons for it are of high interest. However precise reasons or which factors exactly interfere when the purchase decision is made discarding the concerns cannot be pointed out and only trends could be depicted. The factors forming attitude and behavior are numerous and underlay various concepts which have to receive further attention in order to solve all issues of the attitude-behavior gap in fast fashion.

Place, publisher, year, edition, pages
University of Borås/Swedish School of Textiles , 2012.
Series
Magisteruppsats ; 2012.13.15
Keywords [en]
consumer behavior, fast fashion, attitude, behavior, gap, theory of planned behavior
National Category
Design
Identifiers
URN: urn:nbn:se:hb:diva-16785Local ID: 2320/11334OAI: oai:DiVA.org:hb-16785DiVA, id: diva2:1308674
Note
Program: Master in Fashion Management with specialisation in Fashion Marketing and RetailingAvailable from: 2019-04-30 Created: 2019-04-30

Open Access in DiVA

fulltext(1658 kB)134 downloads
File information
File name FULLTEXT01.pdfFile size 1658 kBChecksum SHA-512
9a561f188af81a745431dee3df51997e15801cf18bb80d96714c71c773b7d60cecf4fdd388de05bbdb0bc1af20c208275c31b1431ccd7e8cd7642486bfc6e2a9
Type fulltextMimetype application/pdf

By organisation
Swedish School of Textiles
Design

Search outside of DiVA

GoogleGoogle Scholar
Total: 134 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

urn-nbn

Altmetric score

urn-nbn
Total: 42 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf