The power of nudging applied to sustainable fashion consumption

Abstract

Previous research indicates a growing attitude towards buying sustainable products. This has led to an increased focus among several fashion brands to make it easier for their consumers to buy environmentally friendly items. Although consumers claim to be interested in moving towards a more sustainable consumption, their purchase behavior does not always reflect it. Thus, how can we persuade people to make more sustainable choices? This thesis aims to examine the power of nudging and investigate consumers' purchase likelihood attached to the attributes; brand knowledge, sustainability and nudge. Drawing on the nudging theory, attitudebehavior gap, brand knowledge and sustainability literature, this paper questions how we can nudge consumers to buy more sustainable fashion items. By using a full factorial design and analyzing the data through conjoint and cluster analysis, results show that nudge, applied to sustainable items, has a positive effect on purchase likelihood. This is especially true for those consumers not particularly interested in well-known brands. Results, however, provide further evidence of brand as an important heuristic in choice making. Furthermore, the study seems to confirm the presence of the attitude-behavior gap in sustainable consumption. In order to promote environmentally friendly items, companies can rely on nudges as an effective tool.