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dc.contributor.advisorHarris Byrne, Sharonen
dc.contributor.authorKeiko Kawassaki, Elaine
dc.date.accessioned2021-11-22T19:02:48Z
dc.date.available2021-11-22T19:02:48Z
dc.date.issued2021
dc.identifier.citationKeiko Kawassaki, E. (2021). Consumer behavior in Ireland: an analysis of the barriers to purchase sustainable clothing.en
dc.identifier.urihttps://esource.dbs.ie/handle/10788/4308
dc.description.abstractThis study aimed to understand the contradiction among consumers in Ireland, who stated they are willing to buy sustainable clothing, but few of them convert this intention into behavior, generating an intention-behavior gap. In parallel, it purposed to identify the barriers consumers have to change their behavior toward greener clothing consumption. It is a positivist research philosophy and to gather data from a convenience sample, it applied an online quantitative questionnaire survey, which worked on consumer purchase behavior, as the dependent variable, and environmental knowledge, consumer values, perceived products attributes, ethics and sustainability, the high price of sustainable clothing, subjective norms, and implementation intention, as the independent variables. The findings emphasized that consumers are price-sensitive, as the high prices of sustainable garments in comparison to fast fashion undermine their ethical intention, which has not been converted into purchase behavior so often.en
dc.language.isoenen
dc.publisherDublin Business Schoolen
dc.rightsItems in Esource are protected by copyright. Previously published items are made available in accordance with the copyright policy of the publisher/copyright holder.
dc.rights.urihttp://esource.dbs.ie/copyrighten
dc.subjectConsumer behavior--Irelanden
dc.subjectClothing trade--Environmental aspects.en
dc.titleConsumer behavior in Ireland: an analysis of the barriers to purchase sustainable clothing.en
dc.typeThesisen
dc.rights.holderCopyright: The authoren
dc.type.degreenameMBA in Marketing
dc.type.degreelevelMBA


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