| Summary: | 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
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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.
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