This research aims to identify the key factors influencing consumer behaviour and decision-making in relation to sustainable garment brands, aiming to understand why consumers do or do not switch to these brands. Age significantly influences consumer switching behaviour towards sustainable brands, with younger generations being more likely to adopt these brands. While sustainability awareness does not significantly affect consumer loyalty, it negatively affects their willingness to switch products. Raising awareness of sustainable practices is crucial for decision-making and brand loyalty, making eco-conscious consumers less likely to switch brands.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:mdh-67041 |
| Date | January 2024 |
| Creators | de Troije, Sjoerd, Weiss, Luca |
| Publisher | Mälardalens universitet, Akademin för ekonomi, samhälle och teknik |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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