A trend in society to take care of environmental issues is observed and the generation born around the millennium shift between 1980 and 2000, so called generation Y, became a growing consumer market in Germany. Fashion is one of the most consumed segments by the Millennials, who value transparent production and are sensitive to environmental issues at the same time. This study seeks to provide a current status of the generation Y’s knowledge, attitude and behaviour in regards to fashion consumption with the impact of sustainability.
A literature review and an online survey have been conducted to analyse the consumer behaviour of 84 Generation Y consumers, aged 17 to 37 in 2017.
The major result shows that there is no significant difference in attitude and behaviour towards a sustainable development between consumers that live a conscious life and conventional consumers. Sustainability as a topic has reached Millennials, who should further deepen their knowledge in order to foster a sustainable development in fashion.
Table of Contents
1 Introduction to the Topic of Sustainability as a Trend in Fashion Industry
1.1 Objective of the Present Study
1.2 Structure of the Present Study
2 Fundamentals of Sustainable Fashion
2.1 Concept of Sustainability
2.2 Concept of Fashion
2.3 Fast Fashion versus Slow Fashion
3 Sustainability as a Trend in Fashion Industry
3.1 Corporate Social Responsibility in Fashion Industry
3.2 Life Cycle Assessment of Fashion Products
3.3 Supply Chain in Fashion Industry
4 Consumer Behaviour in Fashion
4.1 Buying Behaviour Process
4.1.1 Activating Sub-Process
4.1.2 Cognitive Sub-Process
4.1.3 Predisposing Sub-Process
4.1.3.1 Involvement
4.1.3.2 Social Determinants
4.1.3.3 Cultural Determinants
4.2 Development of Sustainable Consumer Behaviour
4.2.1 Lifestyle of Health and Sustainability
4.2.2 Conscious Consumer Behaviour
4.3 Drivers of Buying Decision in Sustainable Fashion
4.4 Barriers of Buying Decision in Sustainable Fashion
4.5 After-Purchase Behaviour in Fashion
4.6 Sustainable Fashion Knowledge
4.7 Attitude-Behaviour Gap in Sustainable Fashion
5 Forecast of Future Development regarding Sustainability in Fashion
6 Hypothesis Formation on Consumer Behaviour in Fashion Industry
6.1 Buying Attributes of Conscious Consumers
6.2 Consumer’ s Sustainable Knowledge on Fashion Brands
6.3 Willingness to Pay for Sustainable Fashion
6.4 After-Purchase Behaviour by Gender
6.5 Impulsiveness of Buying Decisions in Fashion
7 Study Design of Survey on Consumer Behaviour in Fashion
7.1 Questionnaire on Consumer Behaviour in Fashion
7.2 Implementation of Survey on Consumer Behaviour in Fashion
8 Study Results of Survey on Consumer Behaviour in Fashion
8.1 Group Formation for Survey on Consumer Behaviour in Fashion
8.2 Hypotheses Results
8.2.1 Buying Attributes of Conscious Consumers
8.2.2 Consumer’s Knowledge on Fashion Brands
8.2.3 Willingness to Pay for Sustainable Fashion
8.2.4 After-Purchase Behaviour by Gender
8.2.5 Impulsiveness of Buying Decisions in Fashion
9 Discussion of Survey Results on Consumer Behaviour in Fashion
9.1 Hypotheses Examination of Consumer Behaviour in Fashion
9.1.1 Buying Attributes of Conscious Consumers
9.1.2 Consumer’s Knowledge on Fashion Brands
9.1.3 Willingness to Pay for Sustainable Fashion
9.1.4 After-Purchase Behaviour by Gender
9.1.5 Impulsiveness of Buying Decisions in Fashion
9.2 Limitations of Study on Consumer Behaviour in Fashion
9.3 Implementation for Fashion Industry based on Study on Consumer Behaviour
10 Conclusion of Study on Consumer Behaviour in Fashion Industry
Research Objective and Scope
The research investigates the consumption behaviour of Generation Y in Germany regarding sustainable fashion. It specifically explores whether individuals who exhibit conscious consumption patterns maintain these principles when purchasing clothing, or if other factors such as price, design, and ease of access override sustainability considerations.
- Analysis of the current status of knowledge and attitude of Generation Y towards sustainable fashion.
- Examination of the "attitude-behaviour gap" within the context of fashion consumption.
- Evaluation of key drivers and barriers influencing buying decisions for sustainable vs. conventional fashion.
- Assessment of the role of transparency and brand knowledge in consumer purchasing choices.
- Analysis of after-purchase behaviours, including laundering, reuse, and recycling habits.
Excerpt from the Book
1 Introduction to the Topic of Sustainability as a Trend in Fashion Industry
“Nature provides a free lunch, but only if we control our appetites”- this quote by William Ruckelshaus, a US politician from the 1960s, precisely captures the need to constantly monitor consumption behaviour in order to protect the entailing impacts on the environment in our daily life.
The enormous apparel consumption makes the fashion industry the second largest global polluter after the oil industry (Eco Watch 2015). Fashion consumption turned up its speed beyond recognition (Black 2013, p.23), what forms the exact opposite to sustainable development (Matthews 2011, p.117).
Due to high competitiveness in the sector (ibid.p.1), fashion houses exert pressure on fast and low-cost production that is typically located in under-developed countries (see Fletcher 2014, p.131; ILO 2014, p.3) such as Bangladesh and India (ILO 2014, p.9). Orders are being made in short-term basis and as a consequence the suppliers cannot calculate the exact workforce needed for long-term employment schemes (Hartmann 2009, p.274).
Partly due to this pressure and a low security standard in third-world countries (Fletcher 2014, p.131), numerous fires and collapses happened in garment factories in producing countries (see Burckhardt 2014, p.24, p.62). The biggest disaster in the fashion industry occurred quite recently, when a nine floor garment building collapsed at Rana Plaza in Bangladesh in April 2013, killing more than 1.300 and injuring 1.800 people (ibid., p.16 et seq.).
Summary of Chapters
1 Introduction to the Topic of Sustainability as a Trend in Fashion Industry: This chapter introduces the environmental challenges posed by the fast fashion industry and highlights the need for sustainable consumption among Millennials.
2 Fundamentals of Sustainable Fashion: Defines core sustainability concepts and contrasts fast fashion with the emerging slow fashion movement.
3 Sustainability as a Trend in Fashion Industry: Examines CSR, life cycle assessments, and supply chain complexities within the modern global fashion sector.
4 Consumer Behaviour in Fashion: Analyzes the psychological and social drivers of fashion consumption and explains the concept of the attitude-behaviour gap.
5 Forecast of Future Development regarding Sustainability in Fashion: Discusses potential shifts in fashion technology, business models, and the ongoing process of moving towards sustainability.
6 Hypothesis Formation on Consumer Behaviour in Fashion Industry: Outlines the five research hypotheses derived from existing literature to guide the empirical study.
7 Study Design of Survey on Consumer Behaviour in Fashion: Details the methodology behind the online survey conducted with 84 Generation Y consumers.
8 Study Results of Survey on Consumer Behaviour in Fashion: Presents the empirical findings and statistical analysis concerning consumer attitudes and behaviours.
9 Discussion of Survey Results on Consumer Behaviour in Fashion: Evaluates the survey results, verifies or rejects the formulated hypotheses, and proposes industry implications.
10 Conclusion of Study on Consumer Behaviour in Fashion Industry: Summarizes key research findings and offers final reflections on the path towards more sustainable fashion consumption.
Keywords
Sustainable Fashion, Fashion, Sustainability, Green Fashion, Eco Fashion, Generation Y, Millennials, Consumer Behaviour, Conscious Consumer Behaviour, Apparel Industry, CSR, After-Purchase Behaviour, Attitude-Behaviour Gap
Frequently Asked Questions
What is the core focus of this Master Thesis?
The thesis focuses on the consumer behaviour of Generation Y (Millennials) in Germany regarding fashion, specifically investigating how their attitudes towards sustainability translate into actual purchasing habits.
What are the primary themes discussed in this study?
Key themes include the impact of fast fashion on the environment, the definition of sustainable consumption, the role of corporate social responsibility (CSR), and the psychological drivers behind impulsive buying decisions.
What is the central research question?
The research asks: "In spite of sustainability being a trend attracting young consumers, do conscious consumers still keep distance to act in a sustainable manner when shopping fashion?"
Which scientific method was applied?
The study employs a mixed-method approach, starting with an extensive literature review followed by quantitative empirical research in the form of an online survey of 84 Generation Y participants.
What does the main body of the work cover?
The work covers theoretical foundations (sustainability and fashion concepts), consumer psychology (buying processes and determinants), and the empirical analysis of survey data, including brand knowledge and willingness to pay.
Which keywords best characterize this work?
The core keywords include Sustainable Fashion, Generation Y, Conscious Consumer Behaviour, Attitude-Behaviour Gap, and Fashion Transparency.
How do Generation Y consumers perceive sustainable fashion brands?
The findings indicate that knowledge of specific sustainable brands is generally poor, with the notable exception of Stella McCartney, and that consumers struggle to differentiate between companies based on their actual transparency levels.
Does the study find a significant difference in behaviour between conscious and conventional consumers?
Interestingly, the study reveals no significant statistical difference in behaviour between participants who identify as conscious consumers and those who do not, suggesting that sustainable purchasing is not currently a primary driver for either group.
What impact does gender have on consumer behaviour?
The study found that gender has a more significant influence on fashion shopping patterns than "consciousness," with women showing higher levels of involvement in shopping, yet also reporting more impulsive buying tendencies than men.
- Quote paper
- Dagmar Cyrklaff (Author), 2017, Sustainability as a Trend in Fashion Industry. An Empirical Study about Changing Consumer Behaviour, Munich, GRIN Verlag, https://www.grin.com/document/367167
