Background: The sportswear industry has grown rapidly in the past years, with sportswear becoming a popular choice for everyday wear and sports activities. However, concerns about sustainability have emerged, prompting consumers to think about their purchasing habits. As a result, sustainable branding has become an integral part of the business of sportswear brands. Purpose: This study examines how women’s attitudes toward sustainable branding influence their purchase decisions in the sportswear industry. By focusing on women aged 20-50, the research seeks to understand the attitudes of female consumers and help sportswear brands adapt their sustainability strategies to meet consumer demand. Method: This study follows a qualitative research method with an interpretive research paradigm and an inductive research approach. Data have been collected through semi-structured interviews to better understand the underlying motivations and factors that influence female attitudes. Conclusion: The study findings revealed that female consumers had negative or neutral attitudes toward the sportswear industry. However, they indicated a positive attitude towards sustainability, suggesting that the brand’s social and environmental practices can influence female consumer attitudes. The study showed a clear gap between female consumer attitudes and actual behavior, with financial constraints and other purchase criteria as barriers to purchasing sustainable sportswear.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:hj-60886 |
| Date | January 2023 |
| Creators | Vizcaino, Nicole, Kettunen, Emma |
| Publisher | Jönköping University, IHH, Företagsekonomi |
| 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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