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Sustainable apparel consumption: the attitude-behavior gap among Swedish consumers: An exploratory study on Millennials and Generation X consumers´ purchasing habits
Jönköping University, Jönköping International Business School. (Consumer Behavior and Sustainability)
Jönköping University, Jönköping International Business School. (Consumer Behavior and Sustainability)
2019 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Sustainable development
Sustainable Development
Abstract [en]

This thesis aims to investigate sustainable apparel purchasing habits from customers’ perspective with an emphasis on attitude-behaviour towards the phenomenon. Furthermore, the possible attitude-behaviour gaps are detected throughout the research, illustrating dissimilarities in sustainable apparel consumption and discrepancies between actual purchasing action and consumer attitude. The study analyses Swedish consumption patterns, within Millennials and Generation X consumers by using a qualitative research strategy, where participants have the ability to express their perceptions on the concept and evaluate on their post-purchases. Two chosen models are used as fundamental pillars in understanding essential purchasing actions. The findings contribute to the models while also develop theories based on them.

Place, publisher, year, edition, pages
2019. , p. 66
Keywords [en]
Sustainability, apparel, consumption, Millennials, Generation X, attitude, behaviour
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hj:diva-44272ISRN: JU-IHH-FÖA-1-20190946OAI: oai:DiVA.org:hj-44272DiVA, id: diva2:1321942
Subject / course
JIBS, Business Administration
Presentation
2019-06-03, Jönköping International Business School, Gjuterigatan 5, 553 18 Jönköping, Jönköping, 11:34 (English)
Supervisors
Examiners
Available from: 2019-06-28 Created: 2019-06-10 Last updated: 2019-06-28Bibliographically approved

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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