Addressing Sustainability in Fashion Through Goal Frames and the Theory of Planned Behavior Perspectives

A phenomenon called ‘fast fashion’ drives the increasing wasteful consumption of clothes. This thesis attempted to address this issue by determining influences on consumers intention to reduce frequency of buying clothes by linking the Theory of Planned Behavior, Goal-Framing Theory, and Clothing In...

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Bibliographic Details
Main Author:	Reyes, Jomel
Format:	text
Published:	Archīum Ateneo 2019
Subjects:	Fast Fashion, Clothing Involvement, Environment, Pro-environmental Behavior Fashion Business
Online Access:	https://archium.ateneo.edu/theses-dissertations/434
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Institution:	Ateneo De Manila University

id	ph-ateneo-arc.theses-dissertations-1560
record_format	eprints
spelling	ph-ateneo-arc.theses-dissertations-15602021-09-27T03:00:04Z Addressing Sustainability in Fashion Through Goal Frames and the Theory of Planned Behavior Perspectives Reyes, Jomel A phenomenon called ‘fast fashion’ drives the increasing wasteful consumption of clothes. This thesis attempted to address this issue by determining influences on consumers intention to reduce frequency of buying clothes by linking the Theory of Planned Behavior, Goal-Framing Theory, and Clothing Involvement. Experiments with 350 female respondents were conducted to test the effectiveness of goal-framed messages. Results revealed that environment-frame has a significant influence on attitude. Both the pleasure-frame and image-frame were significant influences on perceived behavioral control (PBC). Image-frame also registered a strong, positive influence on intention. This study also found a moderating effect of a person’s clothing involvement due to enjoyment to the influence of image-frame on PBC. Implications in the field of green marketing were also discussed. 2019-01-01T08:00:00Z text https://archium.ateneo.edu/theses-dissertations/434 Theses and Dissertations (All) Archīum Ateneo Fast Fashion, Clothing Involvement, Environment, Pro-environmental Behavior Fashion Business
institution	Ateneo De Manila University
building	Ateneo De Manila University Library
continent	Asia
country	Philippines Philippines
content_provider	Ateneo De Manila University Library
collection	archium.Ateneo Institutional Repository
topic	Fast Fashion, Clothing Involvement, Environment, Pro-environmental Behavior Fashion Business
spellingShingle	Fast Fashion, Clothing Involvement, Environment, Pro-environmental Behavior Fashion Business Reyes, Jomel Addressing Sustainability in Fashion Through Goal Frames and the Theory of Planned Behavior Perspectives
description	A phenomenon called ‘fast fashion’ drives the increasing wasteful consumption of clothes. This thesis attempted to address this issue by determining influences on consumers intention to reduce frequency of buying clothes by linking the Theory of Planned Behavior, Goal-Framing Theory, and Clothing Involvement. Experiments with 350 female respondents were conducted to test the effectiveness of goal-framed messages. Results revealed that environment-frame has a significant influence on attitude. Both the pleasure-frame and image-frame were significant influences on perceived behavioral control (PBC). Image-frame also registered a strong, positive influence on intention. This study also found a moderating effect of a person’s clothing involvement due to enjoyment to the influence of image-frame on PBC. Implications in the field of green marketing were also discussed.
format	text
author	Reyes, Jomel
author_facet	Reyes, Jomel
author_sort	Reyes, Jomel
title	Addressing Sustainability in Fashion Through Goal Frames and the Theory of Planned Behavior Perspectives
title_short	Addressing Sustainability in Fashion Through Goal Frames and the Theory of Planned Behavior Perspectives
title_full	Addressing Sustainability in Fashion Through Goal Frames and the Theory of Planned Behavior Perspectives
title_fullStr	Addressing Sustainability in Fashion Through Goal Frames and the Theory of Planned Behavior Perspectives
title_full_unstemmed	Addressing Sustainability in Fashion Through Goal Frames and the Theory of Planned Behavior Perspectives
title_sort	addressing sustainability in fashion through goal frames and the theory of planned behavior perspectives
publisher	Archīum Ateneo
publishDate	2019
url	https://archium.ateneo.edu/theses-dissertations/434
_version_	1751550489396248576

Addressing Sustainability in Fashion Through Goal Frames and the Theory of Planned Behavior Perspectives

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