The Fashion Consumer's Conundrum : Bridging the gap between expectations and experiences in E-commerce and physical shopping in connection with sustainability

Abstract: Date: 2023-05-30 Level: Bachelor/Master thesis in Business Administration, 15 cr Institution: School of Business, Society and Engineering, Mälardalen University Authors: Ella Lindell, Rebecka Nilsson Title: The fashion Consumer’s Condrum: Bridging the gap between expectations and experiences in E-commerce and physical shopping in connection with sustainability Supervisor: Edward Gillmore Keywords: Consumer behavior, E-commerce, Physical store, CSR, Sustainability, Sufficientconsumption Research question: How do the organization’s activities in the fashion industry influence consumptionwithin E-commerce and physical shopping from a sustainability perspective? Purpose:This thesis aims to investigate the gaps in consumer experiences and expectations betweenphysical shopping and E-commerce, specifically in the context of sustainable consumption. The research seeks to understand how consumers perceive and evaluate their experiences in both settings, includingtheir expectations of retailers and whether they meet sustainability requirements. Method: This study employs a multi-method approach, combining qualitative data from an interview andquantitative data from a survey. An abductive research approach is adopted, involving analysis betweentheory and data. The research design is exploratory, aiming to gain insights on the research topic andremaining flexible to adapt. The study’s data analysis involves a comparative approach, comparing surveydata with interview findings. To ensure research quality, considerations are given to reliability andvalidity, although the study is limited by its sample size. Conclusion: The study concludes that consumer consumption in the fashion industry has shifted towardssustainability and environmental awareness. Both E-commerce and physical stores play important roles inmeeting consumer expectations. Consumers value in-person interactions and the ability to try ongarments, while also expecting user-friendly online platforms. Fashion companies need to engage incorporate social responsibility and sustainability initiatives to meet consumer demands. Effectivecommunication of sustainability efforts is crucial for connecting with consumers and promotingresponsible consumption. The study emphasizes the importance of sustainability and convenience inshaping the future of the fashion industry, requiring ongoing efforts to align consumer expectations withcompany practices.