The intention-behavior gap in sustainable fashion consumption : the moderating role of impulse buying tendency among students in Finland
Pal Gareri, Niraj Kumar (2026)
Kandidaatintutkielma
2026
School of Business and Management, Kauppatieteet
Kaikki oikeudet pidätetään.
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi-fe20260618100521
https://urn.fi/URN:NBN:fi-fe20260618100521
Tiivistelmä
This study looks at the moderating role of impulse buying tendency in the relationship between sustainable purchase intention and actual sustainable fashion purchasing behavior among students in Finland. The intention–behavior gap has been a widely discussed topic in sustainable consumption research, but less attention has been given to psychological factors such as impulse buying tendency as a possible explanation.
The data were gathered via an online questionnaire sent to students in Finnish higher education institutions, and 107 valid self-reported responses were gathered. The study design was a quantitative cross-sectional survey. Data were analyzed using reliability analysis, descriptive statistics, correlation analysis, and regression analysis with R statistical software.
Actual sustainable fashion purchasing behavior was strongly and significantly predicted by sustainable purchase intention, explaining approximately 53% of the variance. However, impulse buying tendency was not a significant direct predictor of behavior, and the moderating effect on the relationship between intention and behavior was also not statistically significant. The results suggest that strengthening sustainable purchase intentions and reducing practical barriers are important for encouraging more responsible fashion consumption among young consumers.
The data were gathered via an online questionnaire sent to students in Finnish higher education institutions, and 107 valid self-reported responses were gathered. The study design was a quantitative cross-sectional survey. Data were analyzed using reliability analysis, descriptive statistics, correlation analysis, and regression analysis with R statistical software.
Actual sustainable fashion purchasing behavior was strongly and significantly predicted by sustainable purchase intention, explaining approximately 53% of the variance. However, impulse buying tendency was not a significant direct predictor of behavior, and the moderating effect on the relationship between intention and behavior was also not statistically significant. The results suggest that strengthening sustainable purchase intentions and reducing practical barriers are important for encouraging more responsible fashion consumption among young consumers.