Predicting consumer purchase intention and purchase behaviour of fashion items made from recycled plastic using the theory of planned behaviour

• Autor(a) principal: Martinho, Catarina Alves
• Data de Publicação: 2021
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/24324
• topic: Fashion produced from recycled plastic; Consumer purchase intention; Consumer purchase behaviour; Awareness of the negative impacts of fast fashion; Theory of planned behaviour; Moda produzida a partir de plástico reciclado; Intenção de compra dos consumidores; Comportamento de compra dos consumidores; Consciência dos impactos negativos da fast fashion; Teoria do comportamento planeado

Fashion produced from recycled plastic offers considerable promise as an innovation that could simultaneously minimize the impacts of the fashion industry, while also recycling plastic that would otherwise go to waste, ending up in landfills for centuries or polluting oceans. As the fast fashion industry grows exponentially, creating negative impacts on people and the planet, fashion produced from recycled plastic is often mentioned as an alternative to minimize the impacts of fast fashion. This dissertation aims to explore consumer purchase intention and consumer purchase behaviour of fashion items produced from recycled plastic. This research applied the Theory of Planned Behaviour as a foundation to predict consumer purchase intention, as well as consumer purchase behaviour, testing the model through multiple linear regressions. An online questionnaire was applied and 277 valid answers were included in the analysis. Overall, findings demonstrate that attitudes, subjective norms and perceived behavioural control are significant predictors of purchase intention. Moreover, perceived behavioural control and purchase intention are also considered good predictors of purchase behaviour. Awareness of the negative impacts of fast fashion, however, was not established as a predictor of purchase intention of fashion produced from recycled plastic. This dissertation enriches knowledge on recycled fashion, particularly in the Portuguese context and draws new insights on consumer purchase intention and consumer purchase behaviour. Managerial contributions go beyond encouraging companies to adopt recycled plastic fashion in their processes, promoting the mindset of using wasted resources to produce value, proving that one man’s trash is another men’s treasure.