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Final Thesis - Licensing effect on consumers in the ecofriendly fashion industry

Biot, Alexane; Mouhcine, Lina
Master thesis
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URI
https://hdl.handle.net/11250/2686442
Date
2020
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  • Master of Science [963]
Abstract
This paper studies moral licensing in ecofriendly fashion. The results show that

ecofriendly fashion is fulfilling more than basic human needs: it fulfills

psychological and moral needs as well. Some customers are therefore tempted, and

sometime act on it, to buy more products that they wanted at first, because they do

not feel guilty like when they buy regular clothes. It is even more true when people

buy second-hand products, they have a good conscience and tend to buy more than

necessary.

Keywords: ecofriendly fashion, consumer behavior, moral licensing
Description
Masteroppgave(MSc) in Master of Science in Strategic Marketing Management - Handelshøyskolen BI, 2020
Publisher
Handelshøyskolen BI

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