Swedish Consumers and Green Claims : Green Marketing and Purchase Intention Toward International Fashion Brands

Sammanfattning

This study examines factors associated with green marketing and its influence on purchase intention among Swedish consumers within the international fashion industry, adopting a Theory of Planned Behavior and Corporate Social Responsibility perspective. Through the use of non-probability sampling and a survey questionnaire, 154 respondents living in Sweden were gathered, allowing for this quantitative research to statistically examine the different relationships identified. Contextualizing this topic for Swedish consumers allows for the impact of green marketing on purchase intention to be analyzed in the context of a highly environmentally conscious market. Trust, transparency, and skepticism were identified as factors associated with green marketing and purchase intention. Additionally, perceived value and social and cultural norms were factors found to influence the purchase intention of Swedish consumers in specific. Among these factors, transparency was discovered to play a significant role in sustainability communication appealing to Swedish consumers.