| dc.description.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. | en_US |
