Percorrer por autor "Hummel, Tanja"
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- The influence of consumer personality on sustainable consumption intention in respect of clothing witheco-labelson the german marketPublication . Hummel, Tanja; Mendonça, CristinaThe use of eco-labels in the fashion industry has been in the focus of science and practice for several years due to the increasing sustainable awareness of society and the significant contri-bution to global environmental pollution of this industry. However, it is still unclear how com-panies can use these labels in a target group-specific way. This dissertation investigates the influence of consumers’ personality traits on their preference for purchasing eco-labelled cloth-ing in the German market. For this purpose, the preference of eco-labels is measured using a choice experiment together with the moderation of the big five personality traits. The results from applied t-tests and repeated measure ANCOVAs (N = 129) indicate that there is a signif-icant preference for eco-labels when consumers choose between clothes with eco-labels and no labels. Moreover, this preference is still present for equally priced products with eco-labels and labels with the term sustainability. Furthermore, it could be examined that only the personality trait openness has a significant influence on the preference for eco-labelled clothing when peo-ple have the choice between eco-labels and no label. This preference is even present among open-minded people when they have the choice between clothing with eco-labels having a sus-tainable price surcharge and a label with the term sustainability. Therefore, companies should focus on open-minded people to encourage them to demand eco-labeled clothing.