The study outlined in this paper is designed to investigate the basic sustainability attitudes of consumers and their everyday purchasing behavior related to FMCG products. In doing so, the research aims to uncover potential associations between sustainability orientation and openness to secondhand consumption. The findings will help determine whether Vinted can reach new target groups by appealing to their ecological values and whether purchasing decisions in one domain (such as food or personal care products) can serve as indicators for attitudes toward secondhand clothing. The proposed research design focuses on developing a short, effective online survey and outlines the methodological framework required to implement it.
Die Arbeit untersucht die Faktoren, die Konsument:innen zum Kauf von Secondhand-Mode motivieren oder davon abhalten, am Beispiel der Online-Plattform Vinted. Grundlage ist eine integrative Analyse von Konsumpsychologie und quantitativer Marktforschung. Unter Rückgriff auf das Stimulus-Organismus-Response-Modell werden die Einflüsse von Nachhaltigkeitsaspekten, Preiswahrnehmung, Markenbewusstsein sowie sozialen Faktoren auf Kaufentscheidungen analysiert. Ergänzend wird eine eigene quantitative Studie in Form einer Fragebogenerhebung konzipiert, die Konsumpräferenzen im Bereich nachhaltiger Mode und Fast Moving Consumer Goods (FMCG) untersucht. Die Ergebnisse zeigen, dass neben ökologischen Motiven vor allem praktische und ökonomische Aspekte das Secondhand-Kaufverhalten bestimmen, während zugleich Barrieren wie Hygienebedenken und soziale Wahrnehmungen bestehen bleiben.
Table of Contents
1. Introduction
2. Research Framework
2.1 Research Objectives and Questions
2.2 Target Population
2.3 Sampling Method and Size
3. Methodological Approach
3.1 Survey Methodology
3.2. Questionnaire Design
3.3. Data Collection Procedure
4. Data Analysis and Evaluation
4.1 Data Analysis Plan
4.2 Presentation of Results
5. Discussion
5.1 Ethical Considerations
5.2 Strategic Implications for Vinted
6. Conclusion
Research Objectives and Focus
The primary objective of this study is to investigate the relationship between consumers' general sustainability attitudes and their specific purchasing behaviors within the fast-moving consumer goods (FMCG) sector, and to determine if these patterns can serve as predictors for engagement with secondhand fashion platforms like Vinted. The central research question explores how sustainability values influence consumption across different domains and whether these insights can be leveraged to refine Vinted's marketing and communication strategies.
- Analysis of consumer sustainability orientation and its impact on everyday purchasing habits.
- Identification of correlations between sustainable FMCG consumption and openness to secondhand fashion.
- Segmentation of the consumer base to support more effective, value-driven marketing strategies.
- Development of a methodological framework for gathering actionable, data-driven consumer insights.
- Strategic evaluation of how Vinted can position itself as a holistic lifestyle choice rather than just a budget alternative.
Excerpt from the Book
2.2 Target Population
The population relevant to this study comprises adults aged 18 and above who reside in Germany and have access to online shopping platforms. Digital literacy and experience with online purchases are important prerequisites, as the data will be collected via an online survey tool. It is assumed that the respondents use or have access to smartphones, tablets, or computers, and are generally open to digital consumption. The inclusion of people who regularly purchase FMCG items is essential, as these products are the study’s behavioral focus. Ideally, the sample should include individuals with varied levels of sustainability awareness and differing experiences with secondhand fashion to reflect a broad range of consumer profiles.
By focusing on a diverse online population, the study aims to balance ecological orientation with consumer diversity, ensuring practical relevance across age groups and educational backgrounds. While highly sustainable segments are of primary interest, it is equally important to include less engaged individuals to understand adoption barriers.
Summary of Chapters
1. Introduction: Presents the relevance of sustainability in consumer behavior and defines the strategic need for Vinted to understand cross-domain consumption patterns.
2. Research Framework: Outlines the core research objectives, defines the target demographic, and details the non-probability sampling methodology used for data acquisition.
3. Methodological Approach: Describes the design of the online questionnaire, the procedure for data collection, and the techniques used to ensure data quality and participant anonymity.
4. Data Analysis and Evaluation: Details the plan for descriptive and multivariate statistical analysis and explains how results will be presented for internal strategic decision-making.
5. Discussion: Examines the ethical framework of the study and explores the potential strategic implications of findings for Vinted's future marketing and app development.
6. Conclusion: Summarizes how the study bridges the gap between sustainability attitudes and actual purchasing behavior, positioning Vinted as a value-driven brand.
Keywords
Sustainability, Consumer Behavior, FMCG, Secondhand Fashion, Vinted, Quantitative Research, Online Survey, Market Segmentation, Ecological Orientation, Digital Consumption, Strategic Marketing, Lifestyle Brands, Data Analysis, Sustainability Attitudes, Consumer Profiles.
Frequently Asked Questions
What is the core focus of this research?
The study investigates the link between sustainability attitudes and purchasing behaviors in the FMCG sector, aiming to determine how these values translate into usage of secondhand fashion platforms like Vinted.
What are the central themes discussed in the paper?
The themes include sustainability-driven consumer behavior, market segmentation, the design of effective digital survey instruments, and the strategic positioning of secondhand platforms in a broader lifestyle context.
What is the primary research question?
The central question is to what extent consumers' sustainability attitudes influence their purchasing behavior in the FMCG sector and whether this can predict their inclination toward secondhand fashion.
Which scientific methodology is employed?
The research utilizes a quantitative study design with a short online survey (CAWI), employing convenience sampling to collect data from a digitally active population.
What topics are covered in the main section?
The main sections cover the research framework, specific survey methodology and questionnaire design, data analysis procedures (including multivariate methods like cluster analysis), and the strategic implications for businesses.
Which keywords characterize this work?
Key terms include Sustainability, FMCG, Secondhand Fashion, Vinted, Consumer Behavior, Market Segmentation, and Strategic Marketing.
How does the survey ensure data quality?
The survey incorporates attention-check items, monitors completion times to avoid careless responding, and adheres to GDPR standards to maintain participant trust and data integrity.
How does the study aim to assist Vinted strategically?
By identifying consumer segments based on shared characteristics, the study helps Vinted move beyond a "budget platform" image toward becoming a holistic sustainable lifestyle brand through targeted messaging and app functionalities.
- Arbeit zitieren
- Anonym (Autor:in), 2025, Advanced Market Research. Sustainability Attitudes and FMCG Consumption, München, GRIN Verlag, https://www.grin.com/document/1609967
