Sustainable fashion : A study of information’s affect on sustainable shopping behaviour Is the more informed consumer a more conscious consumer? Attitudes and behaviour towards sustainable fashion

Abstract

The fashion industry today is one of the most polluting industries in the world. The industry is pouring out new trends and cheap quality, creating a never-ending hunger for newness. Many consumers wish to behave green, but they are struggling to put their intentions in to actions, there is an attitude-action gap. In a world with cheap and trendy apparel, it is hard to choose the more expensive and sustainable choice. Self-efficacy is believing in one owns abilities and when a consumer does not believe that their purchasing behaviour makes an impact, it is difficult to change it. Thaler believes consumers can be nudged to change behaviour, can information nudge consumers to chose sustainably? In this research a survey was created to test if information could increase self-efficacy and result in higher likeliness to buy green. The survey entailed an experiment and was distributed in two groups, one receiving more information than the other. The participants were shown a sustainable t-shirt, where the group with information received explanation of the sustainability of the t-shirt. This way, it was possible to test the effects of information. Analysing the results within the groups and between the groups, the information did not increase likeliness to buy sustainable products in general, but it was evident that information resulted in higher likeliness to buy the sustainable, simulated t-shirt. The self-efficacy scale was included to further research the link between self-efficacy and the attitude-action gap. The scale did not result in a clear connection to sustainable behaviour, though agreement to statement of believing in own abilities gave a higher likeliness to act sustainably. The conclusion of this study is that information can nudge consumers’ likeliness to buy sustainable.