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The Role of Emotional Intelligence in consumer purchasing decision making in ethical fashion

Elmeer, Ahmed (2020) The Role of Emotional Intelligence in consumer purchasing decision making in ethical fashion. Masters thesis, Dublin, National College of Ireland.

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Abstract

Ethical fashion has recently witnessed the increase of attracting researchers and practitioners. However, current studies are only focusing on the consumer behaviour aspect whilst neglecting the emotional aspect of ethical fashion. The aim of this research is to investigate which emotional intelligence factors influence consumers' decision making in ethical fashion. The thesis outline has been chosen to guide the reader. A quantitative approach is sufficient to achieve the objectives of this study. This study proposed four emotional intelligence elements (Trust, Value, Anger and Fear) that could affect consumer purchasing decision making in ethical fashion. Ninety eight students/consumers participated in the questionaire-based survey with the students/consumers aged 18 and above in Ireland. The results demonstrated that two of the hypotheses proposed were signification and there is a relationship between the emotional intelligence elements and consumer purchasing decision making, however the other two hypotheses proposed showed neither positive nor negative relationship with consumer purchasing decision making.

Item Type: Thesis (Masters)
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
H Social Sciences > HF Commerce > Business Ethics
H Social Sciences > HF Commerce > Marketing > Consumer Behaviour
H Social Sciences > HD Industries. Land use. Labor > Specific Industries > Fashion Industry
Divisions: School of Business > Master of Science in Management
Depositing User: Dan English
Date Deposited: 06 Feb 2021 14:45
Last Modified: 06 Feb 2021 14:45
URI: http://norma.ncirl.ie/id/eprint/4686

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