| Abstract [eng] |
Set out in 2015, the Sustainable Development Goals have shown that the well-being of the present and future generations is not possible without the condition of sustainability. The onset of the COVID-19 pandemic has had an even greater negative impact on the environment. Both the lack of progress towards the Sustainable Development Goals and the consequences of the global pandemic confirm the relevance of the sustainability issue in today's context. The consequences of unsustainable practices in fashion industry are obvious and well known. Although the supply of sustainable products in this industry is constantly growing, the efforts of not only companies but also consumers are relevant, so knowing the behaviour of fashion products consumers is important for the sustainable development of the fashion industry. The topic of sustainable fashion has been explored time and again by previous researchers, and consumer behaviour is by far the most widely studied field of research (Mukendi, Davies, Glozer, and McDonagh, 2020). However, despite the large number of studies, it has been observed that most of them examine only the intention of consumers to purchase sustainable fashion products and not their actual behaviour, although consumer intention does not necessarily become an action. On this basis, the question formulates in this final master’s thesis: what factor role recognition allows to explain the actual behaviour of fashion products consumers, i.e., their purchase? Main results of the project. Based on the performed scientific analysis of the literature, a conceptual model of aspect of sustainability in the behaviour of fashion products consumers was developed. The context of the purchasing of sustainable clothing was chosen for the empirical justification of the model. The study used an online survey of existing consumers of sustainable clothing. A total of 285 responses were collected of which 218 were suitable for further analysis. In the factor analysis, the descriptive norms differed into close and societal descriptive ones. The results of the correlation analysis revealed that aesthetic values are not statistically significantly related to attitude towards sustainable clothing and their purchase intention, and conspicuous values are not related to any of the constructs examined. For this reason, the moderating role of these variables on a relationship between sustainable clothing purchase intention and their purchase behaviour has not been examined. A linear regression analysis has shown that attitude towards sustainable clothing have an impact on their purchase intention, and this has an impact on their purchase behaviour. Furthermore, it is revealed that attitude towards sustainable clothing does not directly affect their purchase behaviour but affects it indirectly through their purchase intention. The moderating influence of close descriptive, societal descriptive and injunctive norms and utilitarian values on the relationship between sustainable clothing purchase intention and their purchase behaviour has not been confirmed. Also, the influence of the above variables on attitude towards sustainable clothing, their purchase intention and their purchase behaviour was also examined. The results revealed that injunctive norms have an influence on attitude towards sustainable clothing and their purchase intention, while utilitarian values affect attitude towards sustainable clothing only. Non-parametric Mann-Whitney U test results showed that sustainable clothing purchase behaviour differs statistically significantly only depending on the consumer's preference for durability. |
