The consumption side of sustainable fashion: Understanding the attitude-behavior gap among Spanish consumers

Résumé

This research aims to understand the attitude-behavior gap in sustainable fashion consumption among Spanish consumers, that is, revealing the reasons behind the conundrum between positive attitude and apparent lack of corresponding behavior. In doing so, this research has, on the one hand, approached holistically sustainable fashion consumption by not only considering the acquisition of sustainable fashion products, but also the engagement in new circular models, specifically Collaborative Fashion Consumption, and the participation in the Slow Fashion philosophy. On the other hand, it has as well approached holistically the attitude-behavior gap by analyzing not only the influence of psychological traits, but also products attributes and situational variables. Methodologically, this thesis implemented a mixed-method approach combining qualitative and quantitative techniques. The research was undertaken in three phases. Phase one consisted of a systematic literature review of studies regarding the attitude-behavior gap in sustainable fashion consumption. It served to map past and current trends and delineate the research gap. The second phase was carried out by three focus groups (n=23) combining already sustainable fashion consumers and average consumers, ranging from different ages in order to understand the differences between both kinds of consumers and among generations. Focus-groups data was analyzed through Content Analysis and Means-Ends Chain Analysis, which served to reveal the underlying link between product attributes and consumers' personal values. The last phase consisted of an online survey (n=1,063) to triangulate the data collected in the previous phase and acquire representativeness through a larger sample. In order to reveal the drivers and barriers contributing to the attitudebehavior gap, the data was analyzed through descriptive statistics, Structural Equation Modelling (SEM) under the premises of the Theory of Reasoned Action, Choice-Based Conjoint Analysis and Cluster Analysis. Through the Choice-Based Conjoint Analysis, it was possible to understand which attributes are more viii important for Spanish consumers in the fashion purchase decision-making, while the Cluster Analysis served to identify and profile four different types of consumers. The output of this thesis assists in filling in the research gap on understanding sustainable fashion consumption and consumers. Precisely the attitude-behavior gap, by considering not only psychological variables, such as attitudes or values, but also external factors (product attributes and situational variables), and by using applied research (choice-based conjoint analysis) with actual market parameters which offers a better approximation of consumer behavior in the under-researched market of Spanish consumers.