The impact of signalling environmental consciousness on the perceived contamination and attractiveness of sustainable clothing
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Tsoi Ying Chau Thesis
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Available under License Creative Commons Attribution Non-commercial No Derivatives 4.0. |
Description
This thesis examines how the type of waste recycled into textiles influences consumers’ contamination perceptions and other responses to sustainable clothing. Two experiments were conducted through online surveys to examine consumers’ responses to clothing made from materials like recycled coffee grounds and used plastic bottles. The use of recycled waste that is perceived to be more natural in manufacturing sustainable clothing reduces consumers’ negative contamination perception but does not increase the product’s attractiveness. To overcome contamination concerns, visual signalling of environmental consciousness through a logo on the clothing was investigated; however, this strategy should be undertaken with caution.
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| ID Code: | 226098 |
|---|---|
| Item Type: | QUT Thesis (Master of Philosophy) |
| Supervisor: | Schuster, Lisa & Greer, Dominique |
| Keywords: | conspicuous consumption, conspicuous conservation, natural preference, perceived contamination, sustainable fashion |
| DOI: | 10.5204/thesis.eprints.226098 |
| Divisions: | Current > QUT Faculties and Divisions > Faculty of Business & Law Current > Schools > School of Advertising, Marketing & Public Relations |
| Institution: | Queensland University of Technology |
| Deposited On: | 26 Nov 2021 04:19 |
| Last Modified: | 26 Nov 2021 04:19 |
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