https://www.mdu.se/

Date: 2022-06-02   

Level: Master thesis in Business Administration, 15 cr 

Institution: School of Business, Society and Engineering, Mälardalen University 

Authors: Ida Pesiö Linnéa Rossander

Title:  The Impact of Consumer Sustainability Values and Companies’                        Sustainability Work on Consumer Attitude and Purchasing

The Importance of Product and Price

Tutor: Aswo Safari

Keywords: Consumer values, Consumer purchasing, Sustainability values,                    Online fashion sustainability, Companies’ sustainability work, Consumer attitude.

Research question: How does consumers' sustainability values and companies'      sustainability work affect consumers' attitude and purchasing?

Purpose: The purpose of this paper is to investigate how consumers’ sustainability values and companies' sustainability work affect their attitude and purchasing in online fashion. Furthermore, the study  aims  to identify what factors may lead consumers to unsustainable purchasing in an online fashion context.   

Method: The study was conducted with an explanatory qualitative approach. The empirical data was obtained through semi-structured interviews, and followingly analyzed by combining the study's conceptual model together with a thematic analysis.

Conclusion: The findings reveal that consumer values and companies’ sustainability work affects consumer attitude. However, consumer values and companies’ sustainability work do not affect consumers’ clothing purchases online. The most important factors that guide consumers purchasing are product and price. This does not mean that consumers do not care about sustainability during clothing purchases online, however, sustainability is not a priority.