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

2018

Master's thesis Business Administration BE501 - University of Agder 2018 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…