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Sustainable consumer behavior in Germany

  • In a world that suffers with waste and pollution and clothing industry being one of the most polluting industries given the short lifespan of fast fashion, the need for sustainable consumption is an appraising study area. This study ascertains the need to identify what are the factor that affects sustainability of clothing consumption in Germany. For the purpose, the researcher has utilized a quantitative, deductive approach by a survey method, where 402 surveys were filled via the online platforms namely Limesurvey, Microsoft survey, and Google forms in which a German consumer sample was recruited through a convenience sampling considering the ease and time effectiveness in data collection. This research continues to explain the understanding of motivating factors, ability, incentives triggers, and social motivation as the independent variables of the study and see how it impact on sustainable consumption. Effects of keys results show that the motivating interest (0.561; 0.000), ability (0.523; 0.000); incentives for triggers (0.401;In a world that suffers with waste and pollution and clothing industry being one of the most polluting industries given the short lifespan of fast fashion, the need for sustainable consumption is an appraising study area. This study ascertains the need to identify what are the factor that affects sustainability of clothing consumption in Germany. For the purpose, the researcher has utilized a quantitative, deductive approach by a survey method, where 402 surveys were filled via the online platforms namely Limesurvey, Microsoft survey, and Google forms in which a German consumer sample was recruited through a convenience sampling considering the ease and time effectiveness in data collection. This research continues to explain the understanding of motivating factors, ability, incentives triggers, and social motivation as the independent variables of the study and see how it impact on sustainable consumption. Effects of keys results show that the motivating interest (0.561; 0.000), ability (0.523; 0.000); incentives for triggers (0.401; 0.000), and social motivation (0.409; 0.000) is explaining 43.7% amount of variance found in sustainable consumption. As per the Pearson Correlation all predictor variables had a moderate impact on the dependent variable. ANOVA reveals the model is statistically significant (ANOVA p=0.000) which means that it explains the data pattern sufficiently. Practical implications in conjunction point at the usefulness of Fogg Behavior Model and Theory of Planned Behavior in disclosing the explanation behind sustainable consumption behaviors. The strategic considerations emphasize the relevance of awareness campaigns, improving availability of green alternatives, using incentives as a trigger leverage, and using social favorable as a mediator of the sustainable practices. In general, this research narrows down the practice of green consumption and also helps business firms, policymakers and marketing personnel to promote eco-friendly behavior according to the situation.show moreshow less

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Metadaten
Author:Sahan Shachith Kumar de Silva Geemuni
Subtitle (English):a study on clothing purchase, use and disposal
Language:English
Document Type:Master's Thesis
Reviewer(s) at THI:Marc Knoppe, Martin Petroll
Publishing Institution:Technische Hochschule Ingolstadt
Date of first Publication:2024/04/22
Year of first Publication:2024
Place of publication:Ingolstadt
Pages:VII, 74
URN:urn:nbn:de:bvb:573-47868
Faculties / Institutes / Organizations:THI Business School
Degree Programmes:Retail and Consumer Management (M. A.)
Licence (German):License Logo Urheberrechtsschutz
Release Date:2024/06/13