Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
Fair or Fake?: Consumers’ Attitudes Towards Sustainability Information in the Footwear Industry.
University of Borås, Faculty of Textiles, Engineering and Business.
University of Borås, Faculty of Textiles, Engineering and Business.
2017 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Sustainable development
Sustainable Development/Sustainability is used as a subject keyword for the thesis
Abstract [en]

This study focuses on sustainability information and consumers’ attitude and perception of sustainability information in the footwear industry. Sustainability has become increasingly important in the fashion industry; thus, the footwear industry has not reached the same level of interest and attention. In addition, companies do not know how to communicate sustainability and sustainability information and therefore, green marketing has evolved as an opportunity for companies to communicate sustainability. However, the downside of green marketing is that it can be perceived as untrustworthy and mistaken for greenwashing. Therefore, the purpose of this paper is to understand consumers’ attitude and perception of sustainability and sustainability information in the footwear industry.

To reach a suitable customer segment, a collaboration with Vagabond Shoemakers was initiated. This enabled the data collection to be held in the Vagabond Store in Gothenburg via a selfcompletion questionnaire. The data was analysed quantitatively via regression analysis in IBM SPSS Statistics. The regression analysis shows several significant correlations between dependent and independent variables such as the consumers’ attitude towards sustainability in general and their attitude towards sustainability information in the footwear industry. The result proves that the consumers are interested in receiving sustainability information when purchasing footwear. However, the consumers do not believe they receive enough sustainability information in either brick-and-mortar retail stores or online. Despite that the consumers of this study tend to believe that sustainability information in general is trustworthy, they do not believe that sustainability information in the footwear industry is trustworthy. This is unfortunate as the consumers of this study show interest in and value sustainability information and believe it is an important aspect when purchasing footwear. The result of this study contributes to anunderstanding of consumers’ perception and attitude towards sustainability information in thefootwear industry. This can be a foundation for developing green marketing strategies that companies can utilise so as to educate and inform consumers about sustainability and sustainable development. By utilising green marketing as a communication tool, companies have the possibility to affect consumers’ attitude, intention and behaviour towards sustainable consumption.

Place, publisher, year, edition, pages
2017.
Keyword [en]
sustainability information, consumer behaviour, sustainable consumer behaviour, green marketing, greenwashing, footwear
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:hb:diva-12714OAI: oai:DiVA.org:hb-12714DiVA: diva2:1143851
Subject / course
Textile management
Available from: 2017-10-04 Created: 2017-09-22 Last updated: 2017-10-04Bibliographically approved

Open Access in DiVA

MTM2017.15.02(2052 kB)26 downloads
File information
File name FULLTEXT01.pdfFile size 2052 kBChecksum SHA-512
7ac25fdced09434bc9c8349b82253015866030367c161725aa242013d2a69d8d93a58d3378f65616f299d69e53b7933221b245dd83b1453dadcccedd2223665a
Type fulltextMimetype application/pdf

By organisation
Faculty of Textiles, Engineering and Business
Economics and Business

Search outside of DiVA

GoogleGoogle Scholar
Total: 26 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

Total: 31 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf