Attitudes and behaviors of consumers towards sustainable fashion in the digital era

: a social commerce perspective with the Tiktok shop case

Abstract

This study investigates how Digital Transformation, particular TikTok Shop, influences consumer attitudes and behaviors toward sustainable fashion. The fashion industry, especially fast fashion, is known to be one of the most polluting industries, but due to increased environmental awareness, fashion brands are beginning to adopt more sustainable practices. However, there is a gap between consumers' intentions and their attitudes, known as the Attitude-Behavior Gap. The importance of this study lies in understanding how emerging digital platforms impact this phenomenon as they can, offer valuable insights for fashion brands seeking to align their strategies with the growing demand for sustainability. This dissertation's research question is, “How does Social Commerce influence attitudes and consumer behaviors toward adopting sustainable fashion?” Its main objectives are to examine consumer perceptions of sustainability in the fashion industry and to understand how Digital Transformation influences consumers’ intentions and behavior towards sustainable fashion, namely in the case of social commerce, particularly considering the TikTok Shop platform. This study is based on the Theory of Planned Behavior, which explains the relationship between social norms, attitudes, and perceived control over action. In addition, the analysis of the literature review addresses the “Attitude-Behavior Gap”, consumer preferences for sustainable fashion, and the obstacles brands face in bridging this gap in the digital age. The study also investigates the role of e-commerce platforms, such as TikTok Shop, which help to rapidly advertise trends, including sustainable fashion. The study used a qualitative approach based on semi-structured interviews with 15 participants, investigating their attitudes towards sustainable fashion and the influence of digital platforms on their perceptions. The results revealed that even with consumers' increased concern for sustainability, a preference for fast fashion persists, driven by aspects such as price and convenience. However, TikTok Shop proved to be a tool that could contribute to raising awareness, influence consumers to adopt more sustainable fashion, and provide a chance for sustainable brands to reach a wider audience, it can also stimulate excessive consumption and, going against the principles of sustainable fashion. This results in a need for companies to focus on genuine and clear strategies to educate consumers and foster a stronger connection between sustainable purchasing intentions and attitudes.

Date of Award	26 Mar 2025
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Patrícia Tavares (Supervisor)