This thesis investigates through focus groups the effect of greenwashing from theenvironmentally conscious consumer perspective. The study deepens the understanding of attitudes and purchase intentions before and after the revealing that the marketing campaignwere criticized as greenwashing. The respondents' thoughts, perceived credibility andpurchase intention contributed to the fact that patterns regarding attitude and purchase intention could be distinguished. Through Rausch and Kopplin's green extension of Ajzen's Theory of Reasoned Action and the theory of The Green Gap, the respondents' attitudes and purchase intentions could be interpreted. Before revealing the information of greenwashing, the respondents were already critical of the messages in all shown cases. Despite an interpreted negative attitude, the respondents pointed out that they could consider buying the products. After the revealing of greenwashing, a sense of affirmation was perceived in the focus groups. The credibility of the marketing is thus considered to have been negatively damaged, but the respondents justify future purchases based on other positive sustainable attributes that the products or companies have. A revealing of greenwashing in a generally environmentally conscious consumer segment is thusinterpreted to be of less importance, where other factors justify that the purchase intention remains.

Ständig förändring är strakt förknippat med modeindustrin, då nya trender och stilar tenderar att förändras kontinuerligt. I västvärlden konsumerar människor betydligt mer modeprodukter än vad naturens resurser tillåter. Modekonsumenterna fick dock en insyn av textilbranschens negativa miljöpåverkan år 2017. Det skrevs då en ny lag som föreskriver att modeföretag måste informera sina modekonsumenter om bärkassarnas, speciellt plastbärkassens, negativa påverkan. I samband med att lagen stiftades, skapades organisationen One Bag Habit som fick modekonsumenterna att tänka en extra gång innan de konsumerar bärkassar i modebutikerna. På grund av bland annat One Bag Habit avstår modekonsumenter numera att konsumera bärkassar på grund av miljöaspekter, dock fortsätter de att konsumera mängder av modeprodukter utan att blicka. Modekonsumenter har sedan år 2017 blivit medvetna om de problem som bärkassen medför och väljer då att avstå dessa, men när det kommer till modeprodukter finns troligtvis en medvetenhet om problemet där också men konsumtionen fortsätter ändå. Detta har lett till att denna uppsats belyser hur denna kontrast bildas mellan att konsumera modeprodukter och att avstå från bärkassen på grund av miljöskäl. Denna studie undersöker detta gap genom att fokusera på hur modekonsumenter förhåller sig till konsumtion av bärkassar i förhållande till modeprodukter. Resultatet ger en förståelse för varför det blir en kontrast mellan konsumtion av bärkassar och modeprodukter. Därav kommer resultatet resultera i en djupare förståelse kring varför ett attityd-beteende gap skapas och en stadig grund för vidare forskning. För att förstå och tolka det empiriska materialet modifierades en modell av attityd-beteende gapet. Utöver det kommer behovsidentifikation att ligga till grund för den teoretiska referensramen. En kvalitativ intervju, tre fokusgruppsintervjuer och en observation utgör det empiriska materialet. Urvalet bestod av studenter från tre olika högskolor i Sverige (Textilhögskolan i Borås, Göteborgs Universitet och Mälardalens högskola i Västerås). Slutsatserna av studien är att modeföretagen måste börja informera modekonsumenterna varför och hur de kan agera hållbart, istället för att informera att de ska agera hållbart. Utöver det måste de hållbara modeprodukterna vara prismässigt jämförbart med inte hållbara modeprodukter, för att modekonsumenterna ska agera hållbar. Slutligen krävs det att de hållbara modeprodukterna har tillräckligt attraktiv design för att modekonsumenterna ska investera i hållbara modeprodukter. / Constant change is closely associated with the fashion industry, as new trends and styles tent to change continuously. In the Western world, people consume considerably more fashion products than what the natural resources allow. The fashion consumers, however, gained an insight into the fashion industry´s negative environmental impact in 2017. A new law was founded to alert the fashion consumers of the negative effect of the shopping bags, especially made with plastic. In association with the new law, an organization, naming One Bag Habit was created. This led the fashion consumers to think extra before deciding to consume a shopping bag when they made a purchase of fashion item. Due to One Bag habit, fashion consumers now avoid from consuming shopping bags because of environmental aspects. The reluctance to consuming a shopping bag in addition to the fashion purchase has decreased yet impacts on the actual fashion consumption have not changed. Previous research has identified an attitude-behaviour gap between how fashion consumers value sustainable products and their actual behaviour in accordance with these values. This has led to this paper highlighting how this contrast is formed between consuming fashion products and refraining from the shopping bags because of environmental reasons. This study has a textile management approach, which means that the study is primarily aimed at companies in order to help them understand how fashion consumers value and act in different purchasing situations. This study will examine how fashion consumers consume shopping bags in relation to fashion products. The findings will contribute to creating an understanding of the created contrast between sustainable consumption regarding shopping bags and non-sustainable one regarding fashion consumption itself. Moreover, the findings will contribute to a deeper understanding of why the attitude-behaviour gap has created such a contrast among the fashion consumer. In order to understand and interpret the empirical material of this study, a theoretical model of attitude-behaviour gap was created. In addition, an understanding of how needs are created among consumers will be contributing to the formation of the theoretical framework. Furthermore, data was collected through qualitative interviews, three focus groups, and an observation. The data sample frame consisted of students from three different universities in Sweden (the Swedish School of Textiles in Borås, University of Gothenburg and Mälardalens University in Västerås). The findings of the study show that fashion companies need to be more specific when informing the fashion consumers on why and how they can act more sustainably when consuming fashion and shopping bags. In addition, the sustainable fashion products should be comparable in prices terms to non-sustainable fashion products in order for fashion consumers to act sustainable. Finally, it is suggested that the sustainable fashion products have an appealing designs in order for the fashion consumers to invest in sustainable fashion products.