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Generation y’s intention to perform in-store recycling in the fast fashion industry: A combined TPB and NAM approach
Högskolan i Jönköping, Internationella Handelshögskolan, IHH, Företagsekonomi.
Högskolan i Jönköping, Internationella Handelshögskolan, IHH, Företagsekonomi.
2018 (Engelska)Självständigt arbete på avancerad nivå (magisterexamen), 15 poäng / 22,5 hpStudentuppsats (Examensarbete)
Abstract [en]

Background: Due to accelerating environmental problems caused by fast fashion sustainable business solutions become increasingly important. Thus, the following thesis examines generation y’s intention to perform in-store recycling at fast fashion retailers and investigates the factors most influential on intention. Besides, it analyses if an attitude-intention gap exists. To fulfil the study’s purpose, a combination of the theory of planned behaviour (Ajzen, 1985) and the norm activation model (Schwartz, 1977) is used.

 

Approach: Within this study a quantitative method in terms of an online survey is applied. Based on a sample of 326 respondents, relationships between variables are analysed with Pearson correlation analysis and multiple regression. To further identify differences among groups, Independent samples t-test and ANOVA are conducted.  

 

Findings: The study’s findings reveal that generation y generally intends to participate in in-store recycling, while the intention is significantly higher among women than men. The intention to perform in-store recycling is predominantly intrinsically motivated as it is most driven by individuals’ personal norm. 

 

Value: The findings of our study particularly add value for fast fashion retailers and marketers by presenting a novel research model combining most relevant factors required to adequately address consumers among generation y to perform in-store recycling. This specifically allows fashion retailers to successfully establish the concept of in-store recycling. Our study is further beneficial for sustainability researchers, environmental activists, charity organisations and policy makers to create a more sustainable future.

Ort, förlag, år, upplaga, sidor
2018. , s. 91
Nyckelord [en]
Generation y, Fast fashion, Clothing disposal behaviour, Pro-environmental behaviour, In-store recycling
Nationell ämneskategori
Företagsekonomi
Identifikatorer
URN: urn:nbn:se:hj:diva-39632ISRN: JU-IHH-FÖA-2-20180650OAI: oai:DiVA.org:hj-39632DiVA, id: diva2:1211701
Ämne / kurs
IHH, Företagsekonomi
Handledare
Examinatorer
Tillgänglig från: 2018-06-20 Skapad: 2018-05-31 Senast uppdaterad: 2018-06-20Bibliografiskt granskad

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