Examining consumer purchase behavior towards sustainable fashion and the moderating role of social influence

Abstract

This dissertation examines how different types of fashion clothing (conventional, sustainable) impact consumers’ purchase behavior (product purchase intention, willingness to pay, and perceived quality). In addition, it examines the moderating role of social influence on consumers' decision-making processes in the context of sustainable fashion. Furthermore, the mediating role of environmental concern is analyzed to understand the indirect mechanism by which the type of fashion clothing influences consumers' purchase behavior. Findings show that consumers display favorable purchasing behaviors towards sustainable fashion compared to conventional fashion, showing a higher intention to buy sustainable fashion, a higher willingness to pay more for sustainable fashion, and a superior quality perception of sustainable fashion. Results also show that social influence significantly moderates the positive consumer behaviors associated with sustainable fashion, especially at high levels. However, while the analysis suggests that a significant direct relationship exists between the type of fashion clothing and consumers' purchasing behavior, environmental concern does not indirectly explain this relationship further. Altogether, the findings yield relevant theoretical and practical implications, contributing to the literature on sustainable fashion by providing a more nuanced understanding of how sustainable fashion adoption occurs.

Date of Award	20 Oct 2023
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Vera Herédia Colaço (Supervisor)