A qualitative exploration of Millennial cConsumers behavior towards fast fashion brands sustainability by applying the theory of planned behavior with the contribution of ethical obligation and sSelf-identity

• Autor(a) principal: Pimenta, Catarina Rafaela Gaudino Caetano Pereira
• Data de Publicação: 2022
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10362/151994
• topic: Millennials; Sustainable consumption; Theory of planned behavior; Behavior intention; Attitude-behavior gap; Fast fashion apparel industry; Domínio/Área Científica::Ciências Sociais::Economia e Gestão

By assessing Millennial consumers through the Theory of Planned Behavior and considering the role of Ethical Obligation and Self-identity, the sampled Millennial consumers, despite perceiving themselves to be environmentally concerned, do not always translate their intentions into actions. We identified three types of consumers: Self-consumers who recognize the need to change but prioritize hedonistic needs, Green considerers who have concerns for the environment but face barriers to change their behavior, and Green actives who believe it is critical to prioritize sustainable choices. We conclude that the “greener” the consumer the fewer barriers to engage in sustainable choices.