Informational advertising in the context of sustainable fashion
: the influence of information usage in advertising on consumers’ perceptions and willingness to purchase

  • Christina Eva Reif (Student)

Student thesis: Master's Thesis

Abstract

With the current situation of our modern society´s fast-changing desires and overconsumption, researchers and environmentalists agree that a change is needed and developing more sustainable behaviors is essential. This includes how we produce and consume clothing. Sustainable fashion is a rather new, but an increasingly emerging concept. Yet, not enough knowledge is available about the topic in the fashion industry. This current study aims to examine the usage of informational advertising in the context of sustainable fashion and its implications for consumers. Based on prior academic literature about sustainability in the fashion industry, about consumer knowledge and marketing communications, an experimental study design was performed to examine how different advertising scenarios with varying information inputs impact consumers’ willingness to purchase sustainable fashion. Consumers’ aesthetic and quality perceptions about the concept are also analysed. Results show that including information in advertising has a positive effect on quality perceptions and boosts the willingness to purchase sustainable fashion. Hence, this present dissertation contributes to a better understanding of consumers’ needs and motivations to engage in more sustainable buying behaviors. Furthermore, the dissertation provides important implications for marketers to promote sustainable fashion purchases and contributes to marketing literature in the context of sustainable consumption
Date of Award20 Jul 2017
Original languageEnglish
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorVera Maria Portela Herédia Lancastre Freitas Colaço (Supervisor)

Designation

  • Mestrado em Gestão e Administração de Empresas

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