Wearing your ethics: The sustainability gap between purchasing intentions versus actions. The case of generation z students

CALVER, Joanne, LITTLEWOOD, Glyn, DUFFY, Marc and WATTS, Joanne (2022). Wearing your ethics: The sustainability gap between purchasing intentions versus actions. The case of generation z students. In: BAM 2022 Conference, Alliance Manchester Business School, University of Manchester., 31 August 2022 - 02 September 2022. The British Academy of Management.

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Abstract

The purpose of this research is to contribute to a greater understanding of whether an attitudebehaviour gap exists in the sustainable fashion consumption of generation z students. The Cone study (2019) identified that generation z are increasingly concerned for the planet, with 94% believing that action is needed relative to sustainability, and that we need to come together to solve important issues. This study aims to investigate consumption behaviours of generation z students to identify to what extent an attitude behaviour gap exists. The study adopts a mixed methodology, where 60 questionnaires and 6 interviews were carried out to gain a deeper understanding of the issue. The results demonstrate a clear gap between prosustainability ideologies and observed behaviour, questioning the established theory and results of the Cone (2008, 2019) study. The key barriers for sustainable clothing consumption are: price, lack of knowledge, lack of choice, lack of aesthetic, scepticism over business transparency and social desirability.

Item Type:	Conference or Workshop Item (Paper)
SWORD Depositor:	Symplectic Elements
Depositing User:	Symplectic Elements
Date Deposited:	18 May 2022 11:46
Last Modified:	19 Jan 2023 16:03
URI:	https://shura.shu.ac.uk/id/eprint/30235

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