| Title |
Skirtingų kartų vartotojų asmeninių vertybių, požiūrio ir ketinimų įsigyti lėtos mados prekes sąsajos / |
| Translation of Title |
Linking personal consumers’ values, attitude and intentions to buy slow fashion products: evidence from different generations. |
| Authors |
Vandalauskaitė, Indrė |
| Full Text |
|
| Pages |
116 |
| Keywords [eng] |
slow fashion ; environmental values ; hedonic values ; utilitarian values ; purchase intention |
| Abstract [eng] |
According to the research results, if consumers make decisions guided by environmental values, this leads to a positive attitude towards slow fashion garments and their production process, regardless to which age group they belong to. Thus, no significant difference was discovered between consumers of different generations. The results of the study suggest that hedonic values have the strongest impact on consumer attitude in the context of slow fashion. These results confirm the insights of other researchers and authorize to state that in the future the discussion on the topic of the hedonism expression in the slow fashion consumption behavior should be continued. The study also found that consumers' utilitarian values have a strong influence on attitude towards slow fashion goods. The expression of utilitarian values mostly reflected in the group of consumers who evaluate their financial situation as significantly worse than most Lithuanians’. These results suggest that a positive attitude towards slow fashion which is driven by utilitarian values can be observed among consumers, whose financial situation does not allow them to frequently spend their money on fast fashion items, but rather motivates to invest in a garment that will be used for many seasons to come. |
| Dissertation Institution |
Kauno technologijos universitetas. |
| Type |
Master thesis |
| Language |
Lithuanian |
| Publication date |
2023 |
