To what extent, and in what ways, does the current trend for sustainable fashion influence young adults’ purchasing decisions?

Abstract

The purpose of this research was to investigate to what extent and it what ways does the current trend for sustainable fashion influence young adults’ purchasing decision. The thesis was divided into theoretical and empirical part. The first part analyses and discusses attitude towards sustainable fashion, factors affecting purchasing decision and effects on purchasing decisions of social value, the bandwagon effect, peer pressure and social pressure on young adults. The second part of the research project, which is empirical part includes a survey and an email interview. A sequential mixed method approach was used in this study. The results of the study showed that young adults do not feel pressure and do not fall under the bandwagon affect when purchasing sustainable clothing . However, there are certain limitation of the research and the study proposed future recommendations for improved research.