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Determinants affecting the intention to buy green clothing products: A quantitative study on Swedish millennials
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
2018 (English)Independent thesis Advanced level (degree of Master (One Year)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

Background:

The clothing industry is guilty of environmental destruction, at the same time consumers and more specifically Swedish millennials have shown increasing concern for the environment. Those favorable environmental attitudes and concerns has however in some green contexts shown to not affect the intention to buy green products which might suggest that there exists a so-called attitude-intention gap. There is a lot of uncertainty concerning why this attitude-intention gap may exist and what factors that may have an influence on the consumer’s green purchasing criteria.

Purpose:

The purpose of the study was to first reveal if there exists an attitude-intention gap among Swedish millennials when it comes to purchasing green clothing products. Secondly, the study investigated the determinants that influence the intention to buy green clothing products among Swedish millennials.

Methodology:

The study used a deductive and quantitative research approach by conducting an online survey which was distributed with a non-probability convenience sampling technique as well as with a snowball sampling technique towards Swedish millennials. The survey resulted in 150 valid responses which was quantitatively analyzed.

Findings:

The findings revealed that there exists an attitude-intention gap among Swedish millennials when it comes to the context of green clothing products. The most influential determinants affecting the intention to buy green clothes were: Knowledge about green clothing products, followed by habits of buying traditional clothing products and then the subjective norm. Additionally, gender differences among majority of the determinants were identified.

Implications:

The findings provide suggestions for decision makers marketing green clothing products to focus on increasing the knowledge among consumers as well as easing the process of changing old purchasing habits. Furthermore, it is of value for Swedish policymakers whom with this knowledge know where to concentrate their focus and resources in order to spur the green consumption.

Originality:

This paper contributes to theory by applying the well-known TPB framework with the addition of personal and situational determinants on the context of green clothing products. Furthermore, new insights regarding what determinants that affects the intention to buy green clothing products when it comes to the context of Swedish millennials were found.

Place, publisher, year, edition, pages
2018. , p. 102
Keywords [en]
Green Marketing, Green Clothing Products, Green Consumer Behavior, Swedish Millennials, Green Gap
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-75314OAI: oai:DiVA.org:lnu-75314DiVA, id: diva2:1214984
Subject / course
Business Administration - Marketing
Educational program
Business Administration and Economics Programme, 240 credits
Presentation
2018-05-28, B1006, Universitetsplatsen 1, Växjö, 08:15 (English)
Supervisors
Examiners
Available from: 2018-06-11 Created: 2018-06-07 Last updated: 2018-06-11Bibliographically approved

Open Access in DiVA

Examensarbete William Henriksson & Sandra Jönsson(965 kB)92 downloads
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CiteExportLink to record
Permanent link

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Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
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More styles
Language
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  • Other locale
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Output format
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