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My Diploma thesis in Marketing at the TUM School of Management about “Assessing the influence of environmental identity on consumer purchase intention for green products” was handed in last year (it was graded 1.3, which is an A in Germany). Its main purpose was to derive implications for sustainable product development in the outdoor apparel market. The scope of the conducted international online survey surpassed the amount of specific results needed for statistical analysis in my paper. Therefore, the additional outcome of marketing research will be published here in several steps:
Part 1: Descriptive results of the study including consumer attitudes, the influence of social norms and perceived obstacles in the buying process in regard to green clothing.
Part 2: Does the outdoor sports participation frequency affect our level of connectedness to nature? And in return, does a strong environmental identity directly or indirectly influence consumer purchase intentions?
Part 3: Which psychological variables influence consumers’ buying intentions for green outerwear the strongest?