Masters Degrees (Business Management)

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Browsing Masters Degrees (Business Management) by browse.metadata.advisor "Ehlers, L."

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    A study of ethical fashion consumption
    (Stellenbosch : Stellenbosch University, 2020-03) Dehosse, Solene; Ehlers, L.; Stellenbosch University. Faculty of Economic and Management Sciences. Dept. of Business Management.
    ENGLISH SUMMARY : The disastrous impacts of the fashion industry on the natural environment and society have come to light in recent years. As a result, some consumers expressly seek out fashion produced with environmental and social considerations in mind, by purchasing ethical fashion. Generally, consumers report favourable attitudes towards ethical fashion. However, actual sales of ethical fashion remain low, despite the evidence which explicates the damage the current fashion model causes the natural environment and societies. Thus, it seems there is a gap between reported attitudes to ethical fashion and actual consumption. Existing research has investigated the factors impacting ethical fashion. However, the results are varied and inconsistent. Thus, the current study used Stern’s Framework of environmentally significant behaviour in order to understand the factors impacting purchase intent for ethical fashion in South Africa. The impact of attitude, capability and contextual variables on purchase intent for ethical fashion was investigated. In-depth interviews were conducted with local ethical fashion industry experts in order to contextualise ethical fashion consumption in South Africa. In addition, broad themes were identified that were utilised in the quantitative research. Subsequently, a PLS-SEM model including attitude, personal capability and contextual variables, was tested. The results indicated that attitude is the only variable that significantly impacts purchase intent for ethical fashion. The results of the study indicate the ethical fashion brands and organisations should focus on price perceptions, perceived quality and style, perceived consumer effectiveness, concern for the environment and social welfare, ethical fashion understanding and perceived knowledge in order to improve consumer attitudes to ethical fashion in order to stimulate ethical fashion consumption in South Africa, thereby decreasing the consumers’ personal impact on the natural environment and society.