The Effect of Price on Buying Behaviour of Sustainable Clothing Products in Finland
Weerathunga, Nadusha (2024)
2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202405069383
https://urn.fi/URN:NBN:fi:amk-202405069383
Tiivistelmä
This study investigates the effect of the price on the buying behavior of sustainable clothing products in Finland. The main motivation of this study is to come up with better suggestions for local sustainable clothing brands to develop their marketing strategies to attract more customers.
The focus of the study is to understand the main factors that are associated with the purchasing decision of sustainable clothing products. The environmental issues are more visible and people in Finland are experiencing many changes. For example, changes in snow cover in winter and heat waves during summer are disturbing. The thesis hypothesizes that the environmental effect created by the clothing industry has a huge impact on all these environmental issues and consumers have the responsibility to reflect their concerns through their purchases.
The theoretical investigation of the study explains that the sustainable clothing industry is a better option compared to the fast-fashion industry. A survey was conducted with a questionnaire and interviews to find out the most important factors that affect the purchasing decisions of consumers. The price of the clothing products seems to be the most influencing factor. However, the knowledge of consumers on environmental impacts seems to be satisfactory and some rely on second-hand options as an alternative for expensive sustainable clothing products.
The focus of the study is to understand the main factors that are associated with the purchasing decision of sustainable clothing products. The environmental issues are more visible and people in Finland are experiencing many changes. For example, changes in snow cover in winter and heat waves during summer are disturbing. The thesis hypothesizes that the environmental effect created by the clothing industry has a huge impact on all these environmental issues and consumers have the responsibility to reflect their concerns through their purchases.
The theoretical investigation of the study explains that the sustainable clothing industry is a better option compared to the fast-fashion industry. A survey was conducted with a questionnaire and interviews to find out the most important factors that affect the purchasing decisions of consumers. The price of the clothing products seems to be the most influencing factor. However, the knowledge of consumers on environmental impacts seems to be satisfactory and some rely on second-hand options as an alternative for expensive sustainable clothing products.