Ursprünglich wurde die Theorie des geplanten Verhaltens (TPB) als suffizient bezeichnet, das heißt: 1.) Alleinige Determinanten der Einstellung, der subjektiven Norm und der wahrgenommenen Verhaltenskontrolle seien Überzeugungen und Bewertungen. 2.) Alleinige Determinanten der Intention seien die Einstellung, die subjektive Norm und die wahrgenommene Verhaltenskontrolle. 3.) Alleinige Determinanten des Verhaltens seien die Intention und für den Fall, dass sie gut mit der tatsächlichen Verhaltenskontrolle übereinstimmt, die wahrgenommene Verhaltenskontrolle. Das Kernziel der vorliegenden Arbeit war ein umfassender Test der Suffizienzannahme der TPB bezüglich der Vorhersage der Verhaltensintention, weil diese aufgrund einer Vielzahl von Untersuchungen, die unabhängige Effekte jeweils einzelner, zusätzlicher Prädiktoren erbracht hatten, zunehmend in die Kritik geraten war. Für einen umfassenden Test mussten alle wesentlichen in der Forschungsliteratur im Sinne potentiell zusätzlicher Intentionsprädiktoren diskutierten Konstrukte gemeinsam untersucht werden. Konkret waren dies die wahrgenommene moralische Verpflichtung, das antizipierte Bedauern, die soziale Identität, mehrere Selbstidentitäten und Erfahrung mit Aspekten des Zielverhaltens. Außerdem wurde das Konzept der wahrgenommenen Verhaltenskontrolle in Selbstwirksamkeit und wahrgenommene externe Hindernisse als interne und externe Aspekte von Verhaltenskontrolle ausdifferenziert. Eine Stichprobe deutscher Studierender der Forstwirtschaft (N = 149) wurde per Fragebogen hinsichtlich ihrer Karriereintention (für oder gegen die Aufnahme einer Tätigkeit in der sub-/tropischen Entwicklungszusammenarbeit) untersucht. Bezüglich der Suffizienz der Intentionsvorhersage ergab sich: 1.) Alle bislang nur getrennt untersuchten zusätzlichen Intentionsprädiktoren konnten in konfirmatorischen Faktorenanalysen mit zwei eher weniger bedeutsamen Ausnahmen empirisch klar voneinander und von den klassischen Konstrukten der TPB unterschieden werden. Hinter ihnen verbirgt sich also nicht jeweils ein und derselbe Wirkfaktor. 2.) Bei simultaner Untersuchung aller Prädiktoren verbesserten die direkte Erfahrung mit Aspekten des Zielverhaltens und die persönliche Norm die Intentionsvorhersage signifikant. Der durch sie zusätzlich aufgeklärte Anteil an Kriteriumsvarianz fällt mit 3% jedoch gering aus. Die anderenorts prädiktionsstarken Identitätskonzepte leisteten keine weiteren Vorhersagebeiträge. Dies wird aus dreierlei Perspektive diskutiert: a) Publication Bias, b) Priming-Effekte durch die Befragung selbst und c) Kontextabhängigkeit der Vorhersagekraft der einzelnen Prädiktoren. 3.) Neben den oder anstelle der Haupteffekte der verschiedenen Konstrukte gab es bei der Vorhersage der Verhaltensintention keinerlei Interaktionseffekte der potentiell zusätzlichen Prädiktoren untereinander und mit den klassischen Prädiktoren der TPB. Bezüglich der exemplarisch mituntersuchten Suffizienz der Vorhersage der globalen Intentionsprädiktoren ergab sich: 4.) Im Widerspruch zu den Annahmen der TPB trugen Werthaltungen als theorie-externe Variablen direkt, also nicht durch Überzeugungen und Bewertungen vermittelt, zur Vorhersage der Einstellung zum Verhalten und der subjektiven Norm bei. Direkte Beiträge theorie-externer Variablen zur Vorhersage der Verhaltenskontrolle waren hingegen nicht zu konstatieren. / Initially the Theory of Planned Behavior (TPB) was considered sufficient, that is: (1) The only determinants of attitude, subjective norm and perceived behavioral control be beliefs and evaluations. (2) The only determinants of intentions be attitude, subjective norm and perceived behavioral control. (3) The only determinants of behavior be intention and?if in accordance with objective behavioral control?perceived behavioral control. The main objective of the work presented here was a comprehensive test of the TPB's sufficiency assumption regarding the prediction of intention since it is this aspect that has come under growing critisism due to a large number of studies yielding independent effects of single additional predictors. A comprehensive test required all potentially additional predictors discussed in the literature to be included. Those were social identity, several self-identities, perceived moral obligation, anticipated regret, and experience with aspects of the target behavior. Furthermore perceived behavioral control was decomposed into self-efficacy and perceived external barriers as internal and external aspects of behavioral control. German forestry students (N = 149) were surveyed by means of questionnaires regarding their career intention to take up or not take up a development aid job in (sub-)tropical forestry. With respect to prediction of intention the following could be shown: (1) All so far only separately examined additional predictors of intention were empirically clearly distinguishable from one another and from the classical TPB predictors of intention by means of confirmatory factor analyses. Two exceptions were of just minor importance. (2) Simultaneous examination of all predictors produced a significant increase in explained variance in intention attributable to direct experience with aspects of the target behavior and to personal norm. The 3% increase in explained variance is to be assessed as small yet. The identity constructs, which had been strong predictors elsewhere, produced no contributions. This is discussed from three perspectives: a) publication bias, b) priming effects due to the survey itself, and c) context dependence of the respective constructs' prediction power. (3) There were no interaction effects between any two predictors of the classical and the additional set above or instead of any main effect. Investigation of the sufficiency of beliefs and evaluations as the only determinants of the global intention predictors' was exemplarily included in the study. (4) Contrary to TPB's assumptions, values as theory external variables contributed directly, i. e. not mediated by beliefs or evaluations, to the prediction of attitude and subjective norm but not so to the prediction of behavioral control.

In order to slow down, if not stop, climate change, we all need to contribute to reducing our greenhouse gas emissions. This knowledge has been with us for a long time, but nevertheless emissions have not decreased, but rather increased. To understand the reason why we don't act in line with what we know, we need to study behaviors. In this paper we focus on behaviors at the individual level. The gap that exists between what we know and what we do has many names where it is studied from different perspectives, and to understand what creates this gap is very complex. There is therefore not just one answer to this question and many different complementary theories and models are needed. The majority of the studies carried out on the subject examine perceptionsof the gap among people without higher education in environmental science, which has contributed to knowledge being, in many cases,seen as one of the main contributing factors to inaction.In our study, we want to contribute with a perspective on the gapin people who already have a higher education in environmental science. We conducted a qualitative study with three focus group interviews with environmental science students at Linköping University. The results show that, despite higher education and knowledge, there are variousindividual, structural and responsibility factors thathinder individuals fromactingenvironmentally friendly. Throughout the analysis the situational aspect comes into play and that knowledge of the complexity of environmental and climate issues can in many cases contribute to inaction. / För att kunna bromsa, om inte stoppa, klimatförändringarna behöver vi alla bidra till att minska våra växthusgasutsläpp. Denna vetskap har funnits med oss länge, men trots det har inte utsläppen minskat utan snarare ökat. För att förstå orsaken till varför vi inte agerar i linje med vad vi vet behöver vi studera beteenden. I denna uppsats fokuserar vi på beteenden på individnivå. Det gap som finns mellan vad vi vet och vad vi gör har många namn (e.g. value-action gap, attitude-behavior gap) där man studerar det utifrån olika perspektiv. Att förstå vad som skapar detta gap är mycket komplext. Det finns därmed inte ett rätt svar på denna fråga utan det behövs många olika kompletterande teorier och modeller. Majoriteten av de studier som gjorts undersöker uppfattningar om gapet hos personer utan högre utbildning inom miljövetenskap. Vilket har bidragit till att bristande kunskap i många fall setts som en av de största bidragande faktorerna till overksamhet. Vi vill därmed i vår studie bidra med ett perspektiv på gapet utifrån personer som redan har en högre utbildning inom miljövetenskap, och kallar således gapet för knowledge-action gap. Vi genomförde en kvalitativ studie med tre fokusgruppsintervjuer med miljövetarstudenter från Linköpings universitet. Resultatet visar på att det, trots en högre utbildning och kunskap, finns många olika, individuella, strukturella och ansvarsrelaterade, faktorer som gör att en individ inte agerar miljövänligt. Genomgående i analysen för dessa är att den situationella aspekten spelar in samt att kunskapen om miljö-och klimatfrågans komplexitet i många fall kan bidra till overksamhet.

Ursprünglich wurde die Theorie des geplanten Verhaltens (TPB) als suffizient bezeichnet, das heißt: 1.) Alleinige Determinanten der Einstellung, der subjektiven Norm und der wahrgenommenen Verhaltenskontrolle seien Überzeugungen und Bewertungen. 2.) Alleinige Determinanten der Intention seien die Einstellung, die subjektive Norm und die wahrgenommene Verhaltenskontrolle. 3.) Alleinige Determinanten des Verhaltens seien die Intention und für den Fall, dass sie gut mit der tatsächlichen Verhaltenskontrolle übereinstimmt, die wahrgenommene Verhaltenskontrolle. Das Kernziel der vorliegenden Arbeit war ein umfassender Test der Suffizienzannahme der TPB bezüglich der Vorhersage der Verhaltensintention, weil diese aufgrund einer Vielzahl von Untersuchungen, die unabhängige Effekte jeweils einzelner, zusätzlicher Prädiktoren erbracht hatten, zunehmend in die Kritik geraten war. Für einen umfassenden Test mussten alle wesentlichen in der Forschungsliteratur im Sinne potentiell zusätzlicher Intentionsprädiktoren diskutierten Konstrukte gemeinsam untersucht werden. Konkret waren dies die wahrgenommene moralische Verpflichtung, das antizipierte Bedauern, die soziale Identität, mehrere Selbstidentitäten und Erfahrung mit Aspekten des Zielverhaltens. Außerdem wurde das Konzept der wahrgenommenen Verhaltenskontrolle in Selbstwirksamkeit und wahrgenommene externe Hindernisse als interne und externe Aspekte von Verhaltenskontrolle ausdifferenziert. Eine Stichprobe deutscher Studierender der Forstwirtschaft (N = 149) wurde per Fragebogen hinsichtlich ihrer Karriereintention (für oder gegen die Aufnahme einer Tätigkeit in der sub-/tropischen Entwicklungszusammenarbeit) untersucht. Bezüglich der Suffizienz der Intentionsvorhersage ergab sich: 1.) Alle bislang nur getrennt untersuchten zusätzlichen Intentionsprädiktoren konnten in konfirmatorischen Faktorenanalysen mit zwei eher weniger bedeutsamen Ausnahmen empirisch klar voneinander und von den klassischen Konstrukten der TPB unterschieden werden. Hinter ihnen verbirgt sich also nicht jeweils ein und derselbe Wirkfaktor. 2.) Bei simultaner Untersuchung aller Prädiktoren verbesserten die direkte Erfahrung mit Aspekten des Zielverhaltens und die persönliche Norm die Intentionsvorhersage signifikant. Der durch sie zusätzlich aufgeklärte Anteil an Kriteriumsvarianz fällt mit 3% jedoch gering aus. Die anderenorts prädiktionsstarken Identitätskonzepte leisteten keine weiteren Vorhersagebeiträge. Dies wird aus dreierlei Perspektive diskutiert: a) Publication Bias, b) Priming-Effekte durch die Befragung selbst und c) Kontextabhängigkeit der Vorhersagekraft der einzelnen Prädiktoren. 3.) Neben den oder anstelle der Haupteffekte der verschiedenen Konstrukte gab es bei der Vorhersage der Verhaltensintention keinerlei Interaktionseffekte der potentiell zusätzlichen Prädiktoren untereinander und mit den klassischen Prädiktoren der TPB. Bezüglich der exemplarisch mituntersuchten Suffizienz der Vorhersage der globalen Intentionsprädiktoren ergab sich: 4.) Im Widerspruch zu den Annahmen der TPB trugen Werthaltungen als theorie-externe Variablen direkt, also nicht durch Überzeugungen und Bewertungen vermittelt, zur Vorhersage der Einstellung zum Verhalten und der subjektiven Norm bei. Direkte Beiträge theorie-externer Variablen zur Vorhersage der Verhaltenskontrolle waren hingegen nicht zu konstatieren. / Initially the Theory of Planned Behavior (TPB) was considered sufficient, that is: (1) The only determinants of attitude, subjective norm and perceived behavioral control be beliefs and evaluations. (2) The only determinants of intentions be attitude, subjective norm and perceived behavioral control. (3) The only determinants of behavior be intention and?if in accordance with objective behavioral control?perceived behavioral control. The main objective of the work presented here was a comprehensive test of the TPB's sufficiency assumption regarding the prediction of intention since it is this aspect that has come under growing critisism due to a large number of studies yielding independent effects of single additional predictors. A comprehensive test required all potentially additional predictors discussed in the literature to be included. Those were social identity, several self-identities, perceived moral obligation, anticipated regret, and experience with aspects of the target behavior. Furthermore perceived behavioral control was decomposed into self-efficacy and perceived external barriers as internal and external aspects of behavioral control. German forestry students (N = 149) were surveyed by means of questionnaires regarding their career intention to take up or not take up a development aid job in (sub-)tropical forestry. With respect to prediction of intention the following could be shown: (1) All so far only separately examined additional predictors of intention were empirically clearly distinguishable from one another and from the classical TPB predictors of intention by means of confirmatory factor analyses. Two exceptions were of just minor importance. (2) Simultaneous examination of all predictors produced a significant increase in explained variance in intention attributable to direct experience with aspects of the target behavior and to personal norm. The 3% increase in explained variance is to be assessed as small yet. The identity constructs, which had been strong predictors elsewhere, produced no contributions. This is discussed from three perspectives: a) publication bias, b) priming effects due to the survey itself, and c) context dependence of the respective constructs' prediction power. (3) There were no interaction effects between any two predictors of the classical and the additional set above or instead of any main effect. Investigation of the sufficiency of beliefs and evaluations as the only determinants of the global intention predictors' was exemplarily included in the study. (4) Contrary to TPB's assumptions, values as theory external variables contributed directly, i. e. not mediated by beliefs or evaluations, to the prediction of attitude and subjective norm but not so to the prediction of behavioral control.

Fashion democratization over the last few decades made fashion products available at lower costs to everyone in society. It alarmingly increased consumption, leaving drastic impacts on the world's sustainability both on the social and environmental fronts, thereby leading to water and land pollution, dangerous working conditions, sweatshops, wage exploitation, and gender discrimination. Our study, therefore, sheds some light on addressing this core problem of fashion sustainability by focusing on the problem from the consumers’ perspectives because researchers conclude that consumers hold power to mitigate this issue to a greater extent by becoming sustainable. However, in many cases, consumers show the attitude-behavior gap when it comes to consuming sustainable fashion. The area of actual sustainable fashion consumers is also under-researched. Therefore, we conducted our research in this area and used qualitative methods for it. We identified a small group of 16 sustainable transitional fashion consumers who have started their sustainable fashion consumption journey. We performed an inductive process study of these transitional consumers' journeys and developed a Conceptual ‘Consumer Journey Map’ from unsustainability towards sustainability. We used semi-structured interviews for data collection. By studying their entire process of transition, we identified a number of constraints that retained them from making the transition towards sustainable fashion consumption, such as Social Influence, Trend and Newness, Unaesthetic Appearance and Lack of Variety, Lacking Sizes and Fitting, Low price, and Lower Income, Lack of Knowledge and Information and Greenwashing by the brands. However, the enablers that pushed them to become sustainable were Influence from Sustainable social circles, Tangible Experiences, Quality and Longevity, and Feelings of guilt and remorse which are presented in ourconceptual ‘C-E Framework.' Our research also identified conceptual ‘Levels of Sustainability,’ where consumers reuse or reduceor reject to pass Level one. To reach Level two, a consumer has to begin combining any two of these behaviors. However, to reach the final Level X, a consumer needs to reuse, reduce, and reject simultaneously. A consumer passes through these different levels from being a ‘self’ consumer to be a ‘social’ one and finally converting into a ‘sacrifice’ consumer in their journey.

The purpose of this study is to provide a deeper understanding to business managers, of how the Swedish Generation Y consume furniture and if there is a want of consuming more green furniture. The thesis identifies previous research of sustainability development within furnishing and the phenomenon of attitude-behavior gap among consumers. Hence, the purpose of investigating consumer’s behavior and attitudes, the qualitative method has been used to understand the processes and influence factors of the contextualized setting. Further, this study follows a deductive approach because of the unexplored research area and due to the importance of studying sustainability within furnishing from a new point of view.   Continuously, the literature review of this thesis includes previous established scientific research and theories concerning; green practices within the furniture industry; the characteristics of Generation Y; and the phenomenon of attitude-behavior gap. From the literature review a conceptual framework has been conducted to illustrate the main concepts and their relation, which are examined in this study. These concepts have been used to analyze the empirical data originating from interviews of 37 consumers within Generation Y in Sweden. From the purpose of this thesis the research resulted in two clear research questions that were defined as; (1) How does the behavior and consumption pattern of Gen Y occur when consuming furniture?; and (2) Which are the needs and wants of Gen Y in Sweden, when it comes to sustainable furniture? In the conclusion chapter, the answer of these research questions is completed together with the theoretical and practical implications.    The main theoretical implication from this research is the finding that an attitude-behavior gap exists within Generation Y when consuming furniture. This gap is present due to barriers and influencing factors which are; (1) consumers lack of knowledge; (2) the limited supply and information from companies; (3) the unclear or lack of green furniture marketing; and (4) companies not being transparent in their actions.   Finally, the practical implications of this study presents suggestions for furniture companies and how they can increase their green operations to meet the request of Generation Y. Companies should focus on marketing sustainable furniture to a larger extent in order to raise the awareness of  Generation Y and to be more transparent in the supply chain and business operations, so the consumers can have a greater insight in the process. By implementing these recommendations, companies will improve Generation Y's purchasing of sustainable furniture as well as increase their awareness regarding green furniture consumption.

The fast fashion industry has a large negative impact on the environment and its workers. Consumers purchasing fast fashion are reinforcing the dominant social paradigm, the assumption that humans are superior and the Earth’s resources unlimited. Even though customers are reconsidering their fashion consumer behavior, they often fall back to making unsustainable choices. Research has shown that communication strengthens ethical consumption and supports reducing the attitude-behavior gap. This study proposes that sustainable communication encourages fashion customers to reason with themselves in a way their behavior evolves to be more sustainable. The aim is to investigate customers’ reception and interaction with sustainable communication using the example of the ethical fashion brand Nudie Jeans. Based on the theories of the attitude-behavior gap and sustainable communication, semi-structured in-depth interviews with Nudie Jeans customers were conducted. The analysis of the interview responses demonstrates the initial presence of an attitude-behavior gap and low awareness of sustainable communication among customers. The research indicates that after customers have developed an awareness of sustainable concerns in the fashion industry, a fashion brand can succeed in encouraging customers to adjust predominant consumption patterns towards more ethical ones. On this basis, it is recommended that ethical fashion brands continuously use transparent sustainable communication to educate consumers about the environmental and social maladministration in the fashion industry.

Background: China's rapidly growing beauty consumer market has led to environmental deterioration and Chinese citizens are aware of this important issue, however, despite positive pro-environmental attitudes, consumers are reluctant to buy green products. This issue is known as the attitude-behavior gap, and existing research lacks information on how this gap operates in the Chinese beauty market. Purpose: The purpose of this study is to use the ACB (Affective, Cognitive, Behavioral) Attitude Model to explore how the attitude-behavior gap works in the Chinese beauty market, specifically, the attitudes of Chinese consumers and how they influence behavior. Method: This study was an exploratory qualitative study in which 30 Chinese participants were interviewed in 3 focus groups consisting of 10 participants each. For the purpose of this study, participants' attitudes toward beauty and personal care products were investigated. Conclusion: The empirical findings show that green knowledge is considered the most important factor in the attitude-behavior gap, as consumption habits and patterns hinder purchase behavior. Second, is health consciousness, where purchase behavior is hindered by the skepticism of product attributes and insufficient information. Third, self-image, as overpackaging makes consumers think that it is detrimental to their image of green consumption. Finally, social influence is the least important factor, as Chinese people are collectivistic and purchasing behavior is more likely to be influenced by surroundings. By prioritizing these four factors, beauty companies and marketers can understand what is preventing Chinese consumers from purchasing beauty and personal care products, and then have the appropriate marketing strategies to respond.

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.

The subject of sustainable development is growing in relevance, and never before has research on the subject been as essential. Research shows that the globalization of the clothing industry has a significant impact on both climate and society. Furthermore, consumers today demand sustainably produced products, and they are willing to pay more to support such companies. Despite this, research shows that there is a gap between consumers' expressed demand for sustainable alternatives and their purchasing behavior in favor of sustainable organizations . This gap is often referred to as the 'attitude-behaviour gap' (ABG), which refers to the gap between positive attitudes and consumer behavior. The purpose of this study is to explore the area described as the 'attitude-behaviour gap' between consumers' CSR requirements and purchasing behavior. Specifically, this phenomenon will be examined within the clothing industry with the help of the following questions: "Are Swedish consumers' sustainable attitudes transformed into purchasing behavior within the clothing industry?" if not; "Which factors possibly influence ABG in the Swedish clothing industry?". Method: The study has been based on a qualitative approach where interviews with consumers have been carried out. The interviews were conducted in a semi-structured manner and analyzed thematically based on an analysis model designed from previous research. Results: The study has confirmed that ABG also exists in Swedish consumers. The results show that negative CSR information damages the company's relationship with consumers and in many cases leads to a loss of customers. In contrast, positive CSR information is not as significant. For consumers to switch to sustainable consumption, certain core factors need to be met; first, the consumer needs to have sufficient information and a personal interest in CSR. The consumer's perception of price, the availability of sustainable alternatives and the attributes of the clothes are also central factors. In addition to this, peripheral factors can influence consumers' purchasing behavior. These factors have been explained as company image and credibility, peer pressure, and consumer familiarity. / Ämnet hållbar utveckling växer sig allt större i relevans och aldrig förr har forskning kring ämnet varit så väsentligt. Forskning visar på att globaliseringen av klädindustrin har en betydande påverkan på både klimat och samhälle. Vidare efterfrågar konsumenter idag hållbart producerade produkter och att de är villiga att betala mer för att stödja sådana företag. Trots detta så visar forskning att det finns ett glapp mellan konsumenters uttalade efterfrågan på hållbara alternativ och deras köpbeteende i förmån för hållbara organisationer. Detta gap benämns ofta som ‘attitude-behavior gap’ (ABG) som refererar till mellanrummet mellan de positiva attityderna och konsumenternas beteenden. Syftet med denna studie är att utforska området som beskrivits som ‘attitude-behavior gap’ mellan konsumenters CSR krav och köpbeteende. Specifikt kommer detta fenomenet att granskas inom klädindustrin med hjälp av följande frågeställningar:“Omvandlas svenska konsumenters hållbara attityder till köpbeteenden inom klädindustrin?” om inte; “Vilka faktorer påverkar eventuellt ABG i den svenska klädindustrin?”. Metod: Studien har utgått från ett kvalitativt tillvägagångssätt där intervjuer med konsumenter har genomförts. Intervjuerna genomfördes på ett semistrukturerat sätt och analyserades tematiskt baserat på en analysmodell som utformats från tidigare forskning. Resultat: Studien har bekräftat att ABG existerar även hos svenska konsumenter. Resultaten visar på att negativ CSR-information skadar företagets relation till konsumenterna och leder i många fall till en förlust av kunder. Däremot är inte positiv CSR-information lika betydande. För att konsumenterna ska övergå till hållbar konsumtion behöver vissa kärnfaktorer uppfyllas; dels behöver konsumenten ha tillräckligt med information och en personlig angelägenhet gentemot CSR. Centralt är även konsumentens prisuppfattning, de hållbara alternativens tillgänglighet och klädernas attribut. Utöver detta kan perifera faktorer påverka konsumenternas köpbeteenden. Dessa faktorer har förklarats som företagets image och trovärdighet, grupptryck, samt konsumentens familjaritet.

Den här kvalitativa studien undersöker hur marknadsföring på TikTok påverkar konsumenters köpbeslutsprocess och köpbeslut – med särskilt fokus på konsumtion av mode och kläder. Vidare vill den här studien klargöra för de faktorer som driver konsumenter att bryta sina uttalade värderingar och intentioner under köpbeslutsprocessen i förhållande till hållbarhetsaspekterna. En särskild uppmärksamhet kommer att riktas mot det gröna gapet, det vill säga den diskrepans som finns mellan konsumenters uttalade värderingar och intentioner kring hållbarhet och deras faktiska köpbeslut. Teorier om plattformslogik och kognitiv dissonans kommer således att användas för att belysa det här fenomenet. På så sätt syftar den här studien till att öka medvetenheten om konsumenters uppfattningar om de sociala, ekonomiska och ekologiska hållbarhetsaspekterna och huruvida de tas i beaktning vid konsumtion av mode och kläder samt om TikToks plattformslogik. De frågeställningar som studien kommer att besvara är Hur påverkar marknadsföring på plattformen TikTok konsumenters köpbeslut inom konsumtion av mode och kläder? och Vad driver konsumenter att gå emot deras uttalade värderingar och intentioner trots att det finns en ökad medvetenhet kring hållbarhetsaspekterna? För att uppnå syftet och besvara frågeställningarna har studien använt sig av både en abduktiv och en kvalitativ ansats. Empirin som den här studien vilar på har vidare samlats in genom en kvalitativ datainsamling av relevant material och genom åtta semistrukturerade intervjuer med aktiva TikTok användare som konsumerar mode och kläder. För att öka intervjuernas validitet har vidare fältanteckningar tagits under intervjuerna.Utifrån studiens resultat har det framkommit att TikTok som sociala medieplattform har en betydande roll när det gäller konsumtion av mode och kläder. Däremot har det ur intervjuerna framgått att plattformen inte påverkar konsumenter till den grad att det har lett till ett faktiskt köpbeslut. Vidare har det framgått att det gröna gapet går att identifiera i samband med hållbar konsumtion och konsumentbeteende. Kognitiv dissonans var en återkommande faktor när det gällde bortförklaringar och rationaliserande av olika tidigare köpbeslut av mode och kläder samtidigt som en rad andra faktorer kunde identifieras.