| dc.description.abstract | The thesis investigates the factors that drive or inhibit students in Norway from
buying sustainable apparel. It highlights the increasing public concern for the environment,
the fashion industry's contribution to environmental problems, and the price as a critical
factor affecting consumers' decision-making. The study aims to bridge the gap between the
intention to choose sustainable options and actual green consumption among Norwegian
students, who are more likely to prioritize green choices. The research is motivated by the
growing importance of sustainability and the need to understand the factors driving
sustainable consumption among the student population.
The research design involves testing hypotheses through descriptive research. The
data collection method used a mixed-methods approach, including primary data collected
through surveys and secondary data obtained from online sources and previously
conducted studies. Statistical techniques, including correlation analysis and regression
models, were employed to establish the relationship between scale items and constructs in
the study.
This study enquired the impact of price sensitivity, consumer sustainability value,
and consumer durability value on the purchase intentions of low-price products and those
with high durability and sustainability labels. Results indicate that these factors have a
positive effect on purchase intentions. Additionally, demographic and psychographic
characteristics such as age, gender, and sustainability knowledge were found to enhance
the positive impact of consumer sustainability value on purchase intentions. Notably, the
study's focus on college students offers a novel viewpoint, and the findings offer useful
insights for researchers and marketers involved in sustainable products. | |
