What are the factors influencing consumer's fashion choices and how do influencers impact thes choices?

Abstract

Many fashion companies face the challenge of understanding the impact of influencer marketing on purchase intentions. This study uses the "Theory of Planned Behavior (TPB)" to explore how attitudes, subjective norms, and perceived behavioral control influence fast and slow fashion consumption. It examines the effects of price, perceived quality, environmental awareness, ease of purchase, and social desirability on consumer choices. Additionally, it analyzes the role of influencer marketing, comparing the impact of influencers' social media posts on fast fashion versus sustainable fashion purchase intentions, and evaluates how attributes like authenticity, perceived similarities, and expertise affect consumer attitudes.

A TPB-based model was developed to guide the quantitative study, with data collected from 140 participants for comprehensive analysis.

This Master's thesis highlights the complexities of consumer behavior and the potential of strategic interventions to promote sustainable fashion. It suggests that enhancing consumer education on environmental impacts and leveraging influencer partnerships can foster sustainable fashion adoption. Addressing accessibility and variety is crucial to bridging the gap between sustainable consumption attitudes and behaviors.