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Attitude-behaviour gap in sustainable fashion consumption
Vrabcová, Johanna ; Richter, Eva (advisor) ; Skovajsa, Marek (referee)
In today's fast-paced world, it is no surprise that fast fashion has come to the forefront of consumer behaviour in the fashion industry. Fast fashion, with its huge overproduction makes the fashion industry the second largest polluter of the environment. Sustainable consumption, which is environmentally friendly and therefore offers several solutions to today's distressing situation, contrasts with today's fashion consumption. In connection with this fact, the aim of my bachelor thesis was to describe and explain the causes that lead to the discrepancy between pro-environmental attitudes and inconsistent behaviour, in other words, the existence of attitude-behaviour gap in the fashion industry. Through the method of synthesis of the scientific literature and a number of research studies, are described theoretically substantiated the barriers that are described by the respondents in the research studies as the main causes of their unsustainable consumption behaviour. Apart from the barriers, several possible solutions are explained in response to these causes. One of the main findings of this work is to emphasize the fact that examining the relationship between attitude, intention, and behavior in addressing the attitude-behaviour gap can be problematic, because social factors such as social...
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