L'économie circulaire à l'heure de la fast-fashion. Exploration de l'écart intention-comportement chez le consommateur belge dans le milieu de la mode durable.

Abstract

The growing interest in sustainability and related topics depicts the urgency of a drastic change of our systems and the need to improve our current consumption behaviors into more sustainable behaviors. The fashion industry is one of the most polluting and many changes are to be made both from the point of view of manufacturing, consumption or post-consumption processes. This industry represents an environment where many opportunities are at hand to make it greener. The objective of this work is to explore the intention-behavior gap of the French-speaking Belgian consumer in the field of sustainable fashion. To do so, quantitative research is conducted to test the TRA model as well as the moderating effects of three factors on the relationship between intentions and purchase behavior, namely: perceived economic risk, perceived aesthetic risk and perceived availability.The results suggest that attitudes and social norms significantly and positively influence purchase intentions, with attitudes being the dominant predictor. In turn, attitudes influence purchasing behavior. In addition, the results show that the perceived availability of durable clothing tends to negatively influence the relationship between intentions and behavior. Finally, consumers between the ages of 45 and 54 who purchase other sustainable products are more likely to purchase sustainable clothing.