Nachhaltiger Konsum im Bereich Kleidung

In the context of the sustainability discussion, the consumption of sustainable clothing is becoming increasingly important. This paper uses empirical methods to show that a positive attitude, a high perception of moral obligation and a high self-identity explain the purchase of sustainable clothing. The discrepancy between attitude and behaviour that is often found in the literature is not confirmed. Fashion trend awareness, on the other hand, weakens the connection between attitude and purchase intention.
The second part of the study shows that sustainable criteria in the form of eco-labels or Fairtrade labels are attractive to consumers. Finally, it gives recommendations for the marketing of sustainable clothing.