| Abstract [eng] |
Relevance of the topic. The rapid pace of life and the growing needs of consumers are becoming components of over-consumption, drawing public attention to existing global problems. In order to foster dwindling natural resources, organizations are being created, people are joining communities, sustainability projects are being developed, and the most pressing issues are being solved. By perceiving personal priorities and paying attention not only on your own, but also to the wishes of others, greed is suppressed, and the excess of basic needs is reduced. Therefore, most research focuses on the individual on whom moral beliefs and intentions depend on actual behaviour. Often, intentions do not coincide with actual behaviour, so influencing factors are being investigated. They are usually grouped into external and internal factors. One of the internal factors is moral identity, which includes a person's morality, attitudes, beliefs, so the field of research is receiving more and more attention, and the validity of research shows the positive impact of moral identity on sustainable consumption behaviour. However, little research has been done in connecting moral identity with slow fashion, which promotes sustainability at every stage of production. It is also noted that research has focused on general clothing procurement practices, although the stages of consumption and disposal are also important. The limited research on the influence of moral identity on sustainable consumption behaviour in the case of slow fashion products encourages more development of this topic. The object of the research is moral identity, sustainable consumption behaviour and slow fashion. The aim of the project is theoretically and empirically substantiate the relationship between moral identity and sustainable consumption behaviour in the case of slow fashion products. Main results of the project. The analysis of the literature and the answers of the respondents who filled the questionnaire were collected. It allowed to carry out the planned research and to interpret the obtained results. The reliability of the scales was reasonable, and the findings of the performed factor analysis corrected the intended conceptual model. The research-based construct of moral identity is maintained in two dimensions: internalization and symbolism. And in the case of slow fashion products for sustainable consumption behaviour, the construct has been expanded with extended dimensions in the consumption and disposal stages, making it a five-dimensional construct. Further results were performed using a newly developed study model. A detailed analysis of the study confirmed the statistically significant relationship between moral identity and its individual dimensions (internalization and symbolism) and sustainable consumption behaviours in the case of slow fashion products. The dimension of symbolism maintained a statistically significant relationship with all dimensions of sustainable consumption behaviour in the case of slow fashion products, and internalization did not show a relationship with lower purchasing and re-use practices. It has been confirmed that the dimension of symbolism has the greatest positive effect on the consumption of slow fashion products, through smaller purchases, and the dimension of internalization has the greatest positive effect on the consumption of slow fashion products as product care. The highly valued dimension of internalization suggests that respondents tend to see themselves as morally possessed, but regression analysis has shown the advantage of symbolism in sustainable consumption behaviour in the stages of purchasing, consuming, and getting rid of slow fashion products. |
