Supervisor

Stephen Chandler

Programme

MA in International Business

Keywords

Sustainable Fashion, Consumer Attitudes, Sustainable Purchase Intention

Abstract

This study investigates the factors influencing consumers’ intention to purchase sustainable fashion, with particular focus on the persistent attitude-behaviour gap between consumers’ stated commitment to sustainability and their actual purchasing behaviour. The research examines key demand-side factors, including attitudes towards sustainable fashion, willingness to pay, price sensitivity, and trust in sustainable fashion brands, alongside supply-side and operational factors that may influence consumers’ ability to make sustainable purchasing decisions. A mixed-methods approach is adopted, combining survey data from consumers with an interview with a staff member from Human Collective. The study aims to identify the main barriers and drivers affecting sustainable fashion purchasing behaviour and to explore the extent to which positive attitudes towards sustainability translate into actual purchase intentions. By considering both consumer and organisational perspectives, the research seeks to provide a more comprehensive understanding of the factors contributing to the attitude-behaviour gap. The findings are expected to provide insights for sustainable fashion brands seeking to strengthen consumer trust, improve accessibility, and develop strategies that encourage more consistent sustainable purchasing behaviour.

Date of Award

2026

Full Publication Date

2026

Access Rights

open access

Document Type

Capstone Project

Resource Type

thesis

Digital Object Identifier (DOI)

https://doi.org/10.63227/652.299.167

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Included in

Business Commons

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