Consumer Attitude towards Recycled Fashion Garments. Which factors ...

Master's Thesis from the year 2021 in the subject Business economics - Customer Relationship Management, CRM, grade: 1,3, Frankfurt School of Finance & Management, language: English, abstract: In the present master’s thesis, two experiments, a survey and A/B-testing, examined consumer behavior and attitude in the context of recycled fashion in order to accept or reject five different hypotheses. One of the objectives of the survey conducted for this master's thesis was to investigate whether consumers prefer certain recycled materials over others. The materials studied were recycled cotton, recycled plastic and recycled pineapple leaves. With the help of several statistical tests in RStudio, it was found that recycled cotton is the most popular recycled material in comparison. In addition, the aim was to investigate whether consumers also prefer certain garments over others when buying recycled fashion and whether the proximity of the garment to the skin has a particular influence here. Here, too, an analysis in RStudio revealed that it is not necessarily the proximity of the skin but rather the level of intimacy that is decisive. Finally, the survey was intended to investigate whether and to what extent consumers feel disgust towards recycled fashion and how consumer disgust can be avoided. Practical and theoretical management implications, especially for fashion companies, were being discussed in order to provide companies with a way to implement recycled fashion most effectively focusing on the right choice of materials, fashion type and communication.