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2022 | OriginalPaper | Chapter

7. Konsumreduzierung durch Slow Fashion – Welche Faktoren beeinflussen die Kaufentscheidung bei langlebiger Kleidung?

Authors : Frederike Schnalke, Silvia Boßow-Thies, Bianca Krol

Published in: Bioökonomie

Publisher: Springer Fachmedien Wiesbaden

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Zusammenfassung

Das Geschäftsmodell der Fast Fashion beschreibt die Produktion und den Verkauf schnelllebiger, günstiger Massenware, die stets den neuesten Modetrends entspricht. Dabei werden bis zu 24 unterschiedliche Modekollektionen im Jahr zum Verkauf offeriert. Dieses große, schnell wechselnde Angebot verkürzt den Lebenszyklus eines einzelnen Kleidungsstückes und fördert die schnelle Entsorgung und den Kauf neuer Ware. Die negativen Umweltauswirkungen dieser Produktionsmassen sind vielfältig. Eine Verlängerung der Nutzung um neun Monate kann diese Auswirkungen jedoch abmildern, und zwar schätzungsweise um 20 % bis 30 %. Slow Fashion gewinnt in Zeiten der Nachhaltigkeit als Gegenbewegung zu Fast Fashion somit an Aufmerksamkeit. Im Gegensatz zu Fast Fashion verfolgt Slow Fashion einen Bewusstseinswandel von Quantität zu Qualität bei Produzenten und Konsumierenden. Konsumentinnen und Konsumenten werden angehalten, langlebige Kleidung zu kaufen, diese so lange wie möglich zu tragen und auf diese Weise ihren Modekonsum zu reduzieren. Dabei stellt sich die Frage, welche Faktoren die Kaufintention von weniger, aber langlebiger Kleidung fördern oder hindern. Auf Basis des gegenwärtigen Forschungsstandes sowie vier durchgeführter Fokusgruppen wurde die Theory of Planned Behaviour (TPB) für die Hypothesenformulierung zugrunde gelegt und entsprechend erweitert, so dass ein komplexes Untersuchungsmodell aufgestellt werden konnte. Mittels einer Online-Befragung wurde ein Datensatz von 524 Teilnehmerinnen und Teilnehmern der Generation Y generiert. Die Datenauswertung erfolgte mit PLS-SEM. Es konnten Einflussfaktoren identifiziert werden, die Konsumentinnen und Konsumenten in ihrer Kaufabsicht von weniger, aber langlebiger Kleidung beeinflussen. Die Ergebnisse verdeutlichen die besondere Bedeutung der Einflussfaktoren Involvement in Bezug auf den Modekonsum, wahrgenommene Effektivität des eigenen Handelns hinsichtlich des Umweltschutzes sowie Einstellung zu Slow Fashion, während wahrgenommene Verfügbarkeit von Slow-Fashion-Produkten keinen Einfluss ausübt. Ein Vergleich zwischen weiblichen und männlichen Modekonsumierenden führte darüber hinaus zu keinen signifikanten Unterschieden. Auf Basis der Ergebnisse können konkrete Handlungsempfehlungen für Slow-Fashion-Unternehmen sowie für politische Institutionen gegeben werden. Ein Ziel auf politischer, aber auch unternehmerischer Ebene ist es dabei, die Aufklärung hinsichtlich der Auswirkungen des Überkonsums wirkungsvoll zu gestalten, um das Kaufverhalten der Konsumentinnen und Konsumenten entsprechend zu beeinflussen.

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Metadata
Title
Konsumreduzierung durch Slow Fashion – Welche Faktoren beeinflussen die Kaufentscheidung bei langlebiger Kleidung?
Authors
Frederike Schnalke
Silvia Boßow-Thies
Bianca Krol
Copyright Year
2022
DOI
https://doi.org/10.1007/978-3-658-34322-4_7

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