The effect of substantial factors that influence consumers’ purchase decisions on clothes in the Fast Fashion industry in Sweden. : A quantitative study of the significant substantial factors which affect Swedish consumers’ purchase decisions when buying

Abstract: Background & Problem: As society becomes more aware of what climate change is provoking in the environment, urgent action toward a more sustainable way of living is being called for. Businesses need to find ways to become more sustainable. One of the fastest-growing industries in the market is the fashion industry, despite it being part of the second-largest polluting industry. It is up to the business but also the consumers to make drastic changes in order to sustain the planet. There are multiple factors that affect consumers purchasing decisions, such as Price and Environmental Knowledge. The problem found when conducting the literature review was that no previous articles could be found in Sweden regarding consumers’ purchasing decisions when buying clothes within the fast fashion sector regarding sustainability.   Purpose: This study aims to understand what substantial factors affect consumers' purchase decisions on clothes. The authors aim to explain existing literature on the chosen topic while providing new insights and data to understand the effect of different variables on consumers’ purchase decisions within Sweden.   Method: A quantitative approach was used, where a questionnaire was sent out to consumers in Sweden. The theoretical framework and the two hypotheses were built on previous literature collected through search engines. The data gathered from the questionnaire was analyzed through the statistical data analysis tool IBM SPSS with a regression model and a descriptive model to answer the research question.   Conclusion: The results of this study show that individuals in Sweden often prioritize Low Prices over the environmental impact of their choices, as well as showing that having Environmental Knowledge affects consumers purchasing decisions. However, not as much as it was expected. The two hypotheses tested were both accepted. Environmental Knowledge and Low Prices affect consumers’ purchasing decisions when buying fast fashion products in Sweden. The results are coherent with previous literature.