Browsing by Author "Bartle, Philipp Niklas"
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- The Adidas Futurecraft Loop : a product innovation challenging the attitude-behavior gap in sustainable footwear consumptionPublication . Bartle, Philipp Niklas; Fernandes, Daniel Von Der HeydeConsidering the positive impact it can have on the environment, sustainable fashion is yet to fully reach consumers’ minds. Moreover, it is subject to the recently researched “attitudebehavior gap” among consumers, representing a mismatch between purchase intention for sustainable products and actual purchase behavior. This study took a look at German consumers’ attitude-behavior gap, particularly examining their purchase drivers and barriers concerning Adidas’ new sneaker innovation “Futurecraft Loop” (FL) launching in Spring 2021. Specifically, the study aimed at revealing drivers and barriers to remedy the gap. Therefore, interviews (N=14) and a survey (N=109) with German consumers were conducted. Thereby, this work found six main results: Although the attitude-behavior gap among German consumers could be verified, they stated to be open for circular fashion models and do not refuse to adopt sustainable consumption behaviors. Furthermore, this work revealed that the decision to buy a sustainable innovation like the FL is more emotional than rational. In this light, the study found out that the sneaker’s inherent innovative character using one material only and being able to be fully recycled into a new sneaker can serve as a potential remedy to the attitude-behavior gap. On the other hand, German consumers perceive Adidas to be engaging in “greenwashing” its image, which represents a barrier. Finally, the study suggests that Adidas should highlight the FL’s innovative character in its German launch campaign, while also taking steps to become more transparent in its actions towards sustainability to win back lost trust from the customer side.