Surfing the Green Wave

: the impact of sustainable and secondhand fashion clothing on purchasing behaviors and the moderating role of outdoor sports orientation

Abstract

This dissertation examines how sustainable, secondhand, or conventional fashion clothing trigger different purchasing behaviors among consumers with distinct outdoor sports-orientation. An experimental study was conducted to test the impact of the type of fashion clothing (conventional, sustainable, secondhand) on purchasing behaviors (product purchasing intention and willingness-to-pay). Also, the impact of outdoor sports orientation on nature connectedness and environmental attitudes was assessed, to confirm whether outdoor sports-oriented consumers have higher environmental attitudes. Hence, outdoor sports orientation will be tested as a possible moderator on the relation of type of fashion clothing and purchasing behaviors. Further, environmental knowledge may play a role in this context, hence its mediating effect on the relationship between outdoor sports orientation and purchasing behaviors was evaluated. Findings reveal that consumers would rather purchase secondhand rather than new sustainable fashionclothing, however, they are willing to pay a price premium for the new sustainable ones. Further,outdoor sports orientation has a positive impact on nature connectedness and environmental attitudes. Additionally, mediation analysis shows environmental knowledge indirectly impacts the relationship between outdoor sports orientation and purchasing intentions. These findings provide relevant theoretical insights into the previously established link between outdoor sports orientation and environmental attitudes, particularly by filling a research gap related to sustainable fashion purchasing behavior. It also provides brand managers with practical guidance on why and how they should implement these findings in their businesses, specifically in the form of brand-owned secondhand platforms to extend the lifecycles of their products and appeal to consumer preferences.

Date of Award	3 Feb 2023
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Vera Herédia Colaço (Supervisor)