| Abstract [eng] |
This thesis examines the determinants of sustainable fashion purchase intention and self-reported purchasing behaviour among consumers in Lithuania and Bangladesh. Many consumers have positive attitudes towards sustainability but often do not convert these attitudes into sustainable Purchasing behaviour, which is referred to as the attitude-behaviour gap in sustainable fashion literature (Busalim et al., 2022; Wiederhold & Martinez, 2018). The research gap addressed in this thesis is three-fold: first, the majority of the existing studies test extended TPB models in single-country Western samples; second, few studies examine the full predictor-intention-behaviour chain simultaneously; third, no prior comparative study has examined Lithuania (EU consumer-market context) and Bangladesh (major garment-producing economy) within the same theoretical framework. The thesis aims to examine the determinants of sustainable fashion purchase intention and selfreported sustainable fashion purchasing behaviour among surveyed consumers in Lithuania and Bangladesh. To achieve this, four objectives were pursued: (1) to analyse existing research and identify the research gap; (2) to develop a theoretical framework based on an extended Theory of Planned Behaviour; (3) to design and conduct a comparative quantitative survey; and (4) to empirically test and compare predictor patterns between Lithuanian and Bangladeshi respondents. The object of the thesis is sustainable fashion purchase Intention and self-reported sustainable fashion purchasing behaviour among consumers in Lithuania and Bangladesh. The empirical study applies scientific literature analysis and a quantitative, deductive, cross-sectional survey design. A structured online questionnaire was used to gather data, which was then analysed using IBM SPSS Statistics. A total of 213 valid responses were received from 126 respondents in Bangladesh and 87 respondents in Lithuania. To analyze these, reliability tests, descriptive statistics, independent-samples t-tests, correlation analysis, multiple regression analysis, country-separated regression analysis, and exploratory subgroup analysis were implemented. Although respondents in both countries demonstrate a similar level of sustainability orientation, sustainable fashion purchase intentions in Bangladesh are shaped by a broader combination of social, value-based, and psychological factors, whereas in Lithuania, the dominant factor is the economic aspect, namely the willingness to pay a premium for sustainable fashion. |
