Consumer Behaviour MSc Business Management, Business Marketing

Reflect on the state of the world and consumption by
examining customer behaviour from a sustainable
perspective.

1 Abstract...............................................................................................................................................2
2 Introduction........................................................................................................................................2
2.1 ZARA ............................................................................................................................................3
3 Case Study: Online Shirt Purchase: Habitual, ELM, SOR framework...................................................4
3.1 Stimulus- Organism- Response (SOR)...........................................................................................8
3.2 Consumer Style Inventory (CSI)....................................................................................................8
3.3 Reflection...................................................................................................................................10
3.4 Value proposition.......................................................................................................................11
4 Conclusion........................................................................................................................................12
5 Reference .......................................................................................................................................14
6 Bibliography......................................................................................................................................18




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,1 Abstract



This report examines customer behaviour from a sustainable perspective by

analysing the case of an impulsive online shirt purchase from the fast fashion brand

Zara. Using various theoretical frameworks, including the S-O-R, ELM, and habitual

models, the report explores the sustainability aspects of the purchase and its value

proposition. It also discusses the concept of sustainable fashion and the rise of

conscious consumers who actively consider the environmental and social impact of

purchases. The report aims to reflect on the state of the world and consumption and

the need for more sustainable practices in the fashion industry.




2 Introduction

The world is encountering significant challenges, including resource depletion, high

demands, and environmental degradation, which are causing concern (Brundtland,

1987). While the standard of living has improved in most parts of the world, there has

been an increase in the consumption of natural resources, particularly in the Asia-

Pacific region, leading to high pollution levels in the air, water, and soil.



Sustainable fashion, which encompasses human rights, animal welfare, air pollution,

climate change, and global warming, has become increasingly important in recent

years, emphasising sustainable clothing (Dangelico et al., 2022). Sustainable fashion

includes sourcing materials, labour conditions of suppliers, chemical, energy, and

water usage, transportation, and post-consumer waste management (Stål and

Jansson, 2017).

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, There has been a rise of conscious consumers who actively consider their

purchases' environmental and social impact. According to Manuere et al (2022b),

marketers rely on various consumer behaviour theories to understand their target

audience and consumption patterns and identify potential pathways towards

sustainability. Some theories suggest that consumers with a solid environmental

mindset and belief are more likely to buy eco-friendly and sustainable branded

products that are ethically sourced (Carrigan and Attalla, 2001). Using products and

services that improve the quality of life while minimising resource usage and waste

emissions throughout the product's lifespan has been defined as sustainable

consumption (Soyer & Dittrich, 2021). However, the development of credit cards,

cash machines, instant credit, home shopping networks, and telemarketing makes it

even easier for consumers to purchase items on impulse (Lejoyeux and Weinstein,

2013).



This case study will explore an impulse purchase. The following models and

frameworks will be applied: CSI, S-O-R, TPB, ELM, and the habitual framework.

Using these models, the sustainability aspect of the purchase and the value

proposition will be demonstrated.



2.1 ZARA



Zara, a fast fashion brand owned by Inditex, encourages frequent purchases by

introducing new trendy clothing lines (Winterstein, 2019), leading to concerns about




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