Publicação
An empirical study on the impact of nudges on sustainable fashion consumption: the moderating role of materialism
| Resumo: | Research on sustainable consumption has examined different nudges, yet little is known about how these interventions work in the identity-relevant and emotionally driven context of fashion. Although sustainability cues are widely used in marketing, consumers react to them very differently, highlighting the importance of psychological differences in shaping behavior. Across four experimental studies, this research shows that visual and verbal nudges influence expected market price and purchase intention, but their effectiveness depends on individual characteristics. Need for cognition, self-concept clarity, consideration of future consequences, self-controland materialism shape how sustainability information is interpreted, offering insights for more tailored communication strategies. |
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| Autores principais: | Gampenrieder, Marie |
| Assunto: | Sustainable fashion Consumer behavior Individual differences Sustainability cues Psychological moderators Nudging theory Purchase intention |
| Ano: | 2026 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | Universidade Nova de Lisboa |
| Idioma: | inglês |
| Origem: | Repositório Institucional da UNL |
| Resumo: | Research on sustainable consumption has examined different nudges, yet little is known about how these interventions work in the identity-relevant and emotionally driven context of fashion. Although sustainability cues are widely used in marketing, consumers react to them very differently, highlighting the importance of psychological differences in shaping behavior. Across four experimental studies, this research shows that visual and verbal nudges influence expected market price and purchase intention, but their effectiveness depends on individual characteristics. Need for cognition, self-concept clarity, consideration of future consequences, self-controland materialism shape how sustainability information is interpreted, offering insights for more tailored communication strategies. |
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