The Consumption Side of Sustainable Fashion: Understanding the Attitude-Behavior Gap Among the Spanish Consumers

Abstract

Lorenzo Cantoni of the Università della Svizzera Italiana for hosting me during 2019, which has contributed to the enrichment of this thesis.I would like to thank as well Dr. Mariangela Lavanga of the University Erasmus of Rotterdam for welcoming me in 2020 and having made the most out of the unprecedented circumstances and continue collaborating together. I would like to extend my sincere thanks to the Fundación Banco Sabadell for their kind contribution towards this thesis and my stay abroad with a generous fellowship.My appreciation also goes out to my family and friends for their encouragement and support throughout my studies. Especially, the warmest thank you to my mum and my husband, Alessio, not only for their moral support and comfort but also for the technical assistance for the analysis of this thesis.Lastly, and most importantly, thanks to God, since this thesis has been inspired by the love of God, to honor the Creation, and supported all the way by the love of God.

Vintage Fashion Consumption as a Sustainable Choice

“…It is argued that although consumers of fashion acknowledge and recognise sustainability as a concern, their actual consumption patterns do not always reflect such responsibility (Han, Seo & Ko, 2016). Riesgo (2019), proposes this phenomenon as the fashion paradox where consumers have an optimistic approach towards sustainability, but do not translate their attitudes into action. Additionally, Witek (2019) supports the notion that consumers' environmental principles in consumption is not represented further in their behaviour when consuming fashion.…”

“…Lastly, the availability of ethical products may alter the final behaviour (Terlau & Hirsch, 2015). Riesgo (2019) claims that socioeconomic characteristics are not enough to explain the ABG and maintains that a further investigation into the consumers' decision-making process is required. The resale and circular fashion movement has created an opportunity for the more ethically conscious consumer and so a better understanding of these consumers' decision making is necessary.…”