| Category | Assignment | Subject | Management |
|---|---|---|---|
| University | Module Title | Consumer Behaviour |
As a trailblazer of inventive ideas and designs, Swedish fashion is heading towards sustainability, which will be the next big thing. The way that customers consume has changed, mostly as a result of increased awareness of ethical and environmental issues. As for the context of fashion consumption, consumers want to purchase products that have little to no negative effects on the environment and adhere to proper ethical standards of production, sourcing, and disposal (Zhang and Dong, 2020). The Theory of Planned Behaviour was developed by Icek Ajzen in 1985 And is a psychological model that focuses on the prediction and explanation of human behaviour-specific contexts (Ajzen, 2020). Swedish consumers have a major positive orientation towards their attitude toward sustainable fashion adoption which is driven majorly by environmental awareness. Marketing will be required to continue the education of consumers on sustainability issues to reinforce these attitudes.
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