Applying a lens of practice theory to understand the role of sustainability-labels in sustainable fashion shopping

Abstract: With this thesis, the aim is to understand how consumers relate to sustainability-labels on fashion products, in terms of perceived meaning and competence for using the information conveyed, and to understand how sustainability-labels may be used to influence product choices that are part of sustainable fashion shopping practices. Apart from a literature review on findings from prior research within the field of sustainability marketing, the thesis uses a practice theory approach. The methodological approach is ethnographic-inspired, and involves 15 semi-structured interviews and eight mechanical observations, which are based on a mixture of purposive and snowballing sampling techniques. The analysis of the thesis revealed that consumers struggle with relating to sustainability-labels on fashion products, as they struggle with understanding their own, direct benefits from choosing sustainability-labelled fashion products. Therefore, for sustainability-labels to be more likely to influence sustainable product choices among consumers, the labels might need to emphasise benefits connected to those product attributes that the consumers consider important: appearance, material, quality, fit, function, and price. Lastly, the thesis contributes to an increased theoretical understanding of how sustainability-related aspects of service marketing can be studied from a practice-based approach. The thesis also offers implications concerning the approach retailers can have when designing the messages of the labels, and implications concerning the importance of putting small aspects of sustainability marketing into the greater picture of sustainable development in the society.