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
Objective & Key Themes
This study aims to investigate consumers' sustainability attitudes and their influence on purchasing behavior in the Fast-Moving Consumer Goods (FMCG) sector, particularly regarding potential associations with openness to secondhand consumption. The ultimate goal is to provide Vinted with strategic recommendations for marketing and product development by identifying relevant consumer segments.
- Sustainability attitudes
- FMCG consumption patterns
- Secondhand fashion engagement
- Consumer segmentation for Vinted
- Marketing and communication strategies
- Quantitative research design
Excerpt from the Book
Sustainability Attitudes and FMCG Consumption: A Quantitative Study Design to Support Strategic Recommendations for Vinted
In recent years, sustainability has become a central factor influencing consumer behavior across industries, including fashion, mobility, food, and everyday consumption. For companies like Vinted, which operate in the secondhand fashion sector, understanding the broader context of sustainable consumption is essential to developing effective marketing and product strategies. While existing research has already examined how functional requirements (such as product quality, delivery conditions, and pricing) and attitudes toward secondhand fashion affect purchasing behavior, there is a growing need to explore how sustainability values shape consumer decisions in other domains—particularly in the area of fast-moving consumer goods (FMCG). This extended perspective can provide Vinted with relevant insights into the mindset of potential users and support efforts to communicate more effectively with different customer segments.
Additionally, addressing broader consumption behavior in relation to sustainability can help detect emerging trends in lifestyle orientation. As sustainable consumption becomes more mainstream, platforms like Vinted can position themselves not just as fashion alternatives but as holistic lifestyle choices. A multidimensional understanding of consumer patterns is, therefore, key to long-term strategic development.
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.
The central research question of the study is to what extent consumers' sustainability attitudes influence their purchasing behavior in the FMCG sector. This leads to several sub-questions: Which patterns of sustainable consumption can be identified? Are individuals who regularly buy sustainable FMCG products more inclined to engage with secondhand fashion? Can these patterns be used to define consumer segments that are particularly relevant to Vinted's business model? The goal is not only to describe current behavior but also to derive implications for Vinted's targeting and communication strategies.
Chapter Summaries
1. Introduction: This chapter introduces the growing influence of sustainability on consumer behavior across various industries and highlights the need for companies like Vinted to understand broader sustainable consumption patterns to develop effective strategies.
2. Research Framework: This section details the study's objectives and central research question, outlines the target population for the survey, and describes the convenience sampling method and size to be used.
3. Methodological Approach: This chapter elaborates on the survey methodology, including online data collection (CAWI), and provides a comprehensive overview of the questionnaire's four-section design, covering demographics, sustainability attitudes, FMCG consumption, and secondhand fashion behavior.
4. Data Analysis and Evaluation: This section explains the plan for data analysis, starting with descriptive statistics, moving to bivariate and multivariate methods like factor and cluster analysis, and discusses how the results will be presented in a professional, visually aided format for internal strategy meetings.
5. Discussion: This chapter addresses critical ethical considerations, such as data anonymity and informed consent, and explores the strategic implications of the study's potential findings for Vinted, including enhanced user segmentation and tailored messaging.
6. Conclusion: The concluding chapter summarizes how the study bridges the gap between sustainability attitudes, FMCG behavior, and secondhand fashion, aiming to provide Vinted with concrete recommendations and contribute to a broader understanding of value-driven consumer behavior.
Keywords
Sustainability, FMCG, consumer behavior, secondhand fashion, Vinted, quantitative study, online survey, market research, consumer attitudes, ethical considerations, strategic recommendations, segmentation, purchasing behavior, eco-friendly, lifestyle choices.
Frequently Asked Questions
What is this paper fundamentally about?
This paper outlines a quantitative study design to investigate the relationship between consumers' sustainability attitudes, their purchasing behavior in Fast-Moving Consumer Goods (FMCG), and their openness to secondhand fashion, with a focus on providing strategic recommendations for the company Vinted.
What are the central thematic areas?
The central thematic areas include sustainability attitudes, FMCG consumption behavior, secondhand fashion consumption, consumer segmentation, and the development of marketing and product strategies for Vinted.
What is the primary objective or research question?
The primary objective is to understand to what extent consumers' sustainability attitudes influence their purchasing behavior in the FMCG sector and to uncover potential associations between sustainability orientation and openness to secondhand consumption to inform Vinted's strategies.
Which scientific method is used?
The study employs a quantitative research method, specifically an online questionnaire (computer-assisted web interviewing) with a convenience sampling approach.
What is covered in the main body?
The main body covers the research framework (objectives, target population, sampling), the methodological approach (survey design, questionnaire structure, data collection procedure), and the plan for data analysis and result presentation.
Which keywords characterize the work?
Key terms characterizing this work include sustainability, FMCG, consumer behavior, secondhand fashion, Vinted, quantitative study, online survey, market research, consumer attitudes, and strategic recommendations.
What specific company is the focus of the strategic recommendations?
The strategic recommendations are specifically aimed at Vinted, a company operating in the secondhand fashion sector, to help them develop effective marketing and product strategies.
What kind of data collection is planned for the study?
Data collection will be conducted through a short, effective online survey using computer-assisted web interviewing (CAWI), disseminated via social media, university networks, and online communities.
What ethical considerations are highlighted in the study design?
The study emphasizes voluntary and anonymous participation, strict confidentiality of responses, adherence to GDPR principles, clear consent procedures, and the option for participants to skip sensitive questions like income.
How does the study aim to support Vinted's business model?
The study aims to support Vinted by identifying consumer profiles and behavioral patterns, enabling better user segmentation, tailoring messaging, informing product presentation and app functionalities, and helping Vinted position itself as a holistic lifestyle brand for environmentally conscious shoppers.
- Quote paper
- Anonym (Author), 2025, Advanced Market Research. Sustainability Attitudes and FMCG Consumption, Munich, GRIN Verlag, https://www.grin.com/document/1609967
