JultikaUniversity of Oulu repository

Abstract

The fast-fashion industry has experienced pressure due to creating unsustainable impacts on the environment and society. Sustainability impacts of the fast-fashion industry have called for the necessity of sustainable fashion consumption and ethical production of fashion-clothes. Despite being concerned about sustainability, consumers usually show reluctant-behavior to adopt ethical changes in their fashion consumption patterns. This study investigates consumers’ attitude-behavior gap in sustainable fashion consumption, identifies reasons for the gap’s existence, and suggests possible ways to bridge the gap.

The theoretical framework for this thesis is formed based on the pieces of evidence found in previous researches regarding sustainable consumerism. In order to serve the research purpose, this thesis is conducted based on a qualitative research design. Furthermore, this study adopts an abductive reasoning approach throughout the research process. Interviews and Focus Group Discussions are conducted to collect primary data. Target population mostly consists of female students and the age group is 20–35.

The finding of the study reveals that the attitude-behavior gap can never be eliminated completely but the gap can be minimized through taking adequate actions. Several individual, social, and situational factors influence the size of the attitude-behavior gap in sustainable fashion consumption. Another finding suggests possible ways to bridge the gap from four perspectives; companies’ side, policymakers’ side, consumers’ side, and joint efforts by companies, consumers, and policymakers.