Karp, Antonia (2023) Social Norms, Personal Norms, and Age: Understanding the Drivers of Second-Hand Clothing Consumption. Bachelor thesis, Psychology.
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Abstract
This study investigates the influence of personal norms, injunctive social norms, and age on second-hand clothing consumption behaviour. By examining the interplay between norms and age in the context of second-hand clothing consumption, this research aimed to contribute to the understanding of factors that promote sustainable behaviour in a net-zero transition. An online survey was distributed through Qualtrics and data was collected from a convenience sample of 128 participants. The results showed that personal and injunctive social norms positively correlate with second-hand clothing consumption behaviour. Theoretical frameworks, such as the theory of normative social behaviour, the norm-activation model, the theory of planned behaviour, and the social identity theory, are consistent with the findings. However, age did not show a significant effect on personal and social norms in relation to second-hand clothing consumption. Future studies could aim to include participants from a more diverse range of regions, cultures, and socioeconomic backgrounds, as well as incorporate additional research methods, such as qualitative interviews. Moreover, the role of environmental awareness as a potential moderator could be investigated. Interventions aimed at encouraging second-hand clothing consumption could involve educational campaigns that target both, policy initiatives, and collaborative efforts within the fashion industry. Keywords: second-hand clothing consumption, personal norms, injunctive social norms, age, sustainable consumption behaviour, circular economy
| Item Type: | Thesis (Bachelor) |
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| Supervisor name: | Lee, C.Y. and Donofrio, S.M. |
| Degree programme: | Psychology |
| Differentiation route: | None [Bachelor Psychology] |
| Date Deposited: | 02 Aug 2023 08:42 |
| Last Modified: | 02 Aug 2023 08:42 |
| URI: | http://gmwpublic.studenttheses.ub.rug.nl/id/eprint/2712 |
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