Addressing Sustainability in Fashion Through Goal Frames and the Theory of Planned Behavior Perspectives

Date of Award


Document Type


Degree Name

Master of Science in Sustainability Management


Leadership & Strategy

First Advisor

Anna A. Mendiola, PhD


A phenomenon called ‘fast fashion’ drives the increasing wasteful consumption of clothes. This thesis attempted to address this issue by determining influences on consumers intention to reduce frequency of buying clothes by linking the Theory of Planned Behavior, Goal-Framing Theory, and Clothing Involvement. Experiments with 350 female respondents were conducted to test the effectiveness of goal-framed messages. Results revealed that environment-frame has a significant influence on attitude. Both the pleasure-frame and image-frame were significant influences on perceived behavioral control (PBC). Image-frame also registered a strong, positive influence on intention. This study also found a moderating effect of a person’s clothing involvement due to enjoyment to the influence of image-frame on PBC. Implications in the field of green marketing were also discussed.

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