Understanding fast fashion consumption : a values perspective

In recent years, fast fashion has been growing in popularity, with brands like Zara and H&M proliferating markets worldwide. One major drawback to the popularity of these cheap and trendy brands is the many environmental issues that the fast fashion business model brings about. The present study...

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Main Author: Liang, Aijia
Other Authors: Michael David Gumert
Format: Final Year Project
Language:English
Published: 2018
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Online Access:http://hdl.handle.net/10356/74515
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Institution: Nanyang Technological University
Language: English
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spelling sg-ntu-dr.10356-745152019-12-10T14:42:35Z Understanding fast fashion consumption : a values perspective Liang, Aijia Michael David Gumert School of Humanities and Social Sciences DRNTU::Social sciences In recent years, fast fashion has been growing in popularity, with brands like Zara and H&M proliferating markets worldwide. One major drawback to the popularity of these cheap and trendy brands is the many environmental issues that the fast fashion business model brings about. The present study thus seeks to understand the motivations underlying fashion consumption to better understand how pro-environmental consumption can be encouraged. Specifically, the study had two goals: (1) to determine whether value orientations predict shopping behaviours, and (2) to examine whether behavioural change could be induced through exposure to value primes which change the relative importance of values (i.e., decreasing or increasing value rankings). Environmental knowledge was controlled for. Two hundred and twenty-one participants were recruited through convenience sampling and were randomly assigned a value prime condition (hedonic vs. biospheric). First, participants completed questionnaires measuring their values, attitudes, knowledge, and shopping behaviours. They then responded to a willingness-to-pay measure before and after exposure to the value prime allocated to them. Firstly, environmental knowledge was found to have no effect on the relationship between values and behaviour. Secondly, the results showed that values could not adequately predict fashion shopping behaviours. Lastly, the findings indicated that value primes were able to induce a change in value rankings as expected. However, changing value rankings was insufficient in inducing a change in consumers’ preferences for fast or sustainable apparel. These findings suggest that attitudinal factors alone are not good predictors of pro-environmental behavior and other variables have to be considered. Bachelor of Arts 2018-05-21T03:39:28Z 2018-05-21T03:39:28Z 2018 Final Year Project (FYP) http://hdl.handle.net/10356/74515 en Nanyang Technological University 70 p. application/pdf
institution Nanyang Technological University
building NTU Library
country Singapore
collection DR-NTU
language English
topic DRNTU::Social sciences
spellingShingle DRNTU::Social sciences
Liang, Aijia
Understanding fast fashion consumption : a values perspective
description In recent years, fast fashion has been growing in popularity, with brands like Zara and H&M proliferating markets worldwide. One major drawback to the popularity of these cheap and trendy brands is the many environmental issues that the fast fashion business model brings about. The present study thus seeks to understand the motivations underlying fashion consumption to better understand how pro-environmental consumption can be encouraged. Specifically, the study had two goals: (1) to determine whether value orientations predict shopping behaviours, and (2) to examine whether behavioural change could be induced through exposure to value primes which change the relative importance of values (i.e., decreasing or increasing value rankings). Environmental knowledge was controlled for. Two hundred and twenty-one participants were recruited through convenience sampling and were randomly assigned a value prime condition (hedonic vs. biospheric). First, participants completed questionnaires measuring their values, attitudes, knowledge, and shopping behaviours. They then responded to a willingness-to-pay measure before and after exposure to the value prime allocated to them. Firstly, environmental knowledge was found to have no effect on the relationship between values and behaviour. Secondly, the results showed that values could not adequately predict fashion shopping behaviours. Lastly, the findings indicated that value primes were able to induce a change in value rankings as expected. However, changing value rankings was insufficient in inducing a change in consumers’ preferences for fast or sustainable apparel. These findings suggest that attitudinal factors alone are not good predictors of pro-environmental behavior and other variables have to be considered.
author2 Michael David Gumert
author_facet Michael David Gumert
Liang, Aijia
format Final Year Project
author Liang, Aijia
author_sort Liang, Aijia
title Understanding fast fashion consumption : a values perspective
title_short Understanding fast fashion consumption : a values perspective
title_full Understanding fast fashion consumption : a values perspective
title_fullStr Understanding fast fashion consumption : a values perspective
title_full_unstemmed Understanding fast fashion consumption : a values perspective
title_sort understanding fast fashion consumption : a values perspective
publishDate 2018
url http://hdl.handle.net/10356/74515
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