From Intention to Action: How Behavioral Strategies Can Promote Sustainable Fashion Consumption : A Literature Review and Speculative Design Study

This thesis explores how graphic design can serve as a strategic tool for reducing the intention–behavior gap in sustainable fashion consumption, with a particular focus on young adults in Generation Z. While this demographic often expresses strong environmental values, research shows a persistent gap between intention and action, especially in the context of fast fashion. Through a thematic literature review and a speculative design project, the study analyzes how psychological, social, and structural factors influence sustainable decision-making. Drawing on the Theory of Planned Behavior (TPB), Prototype Willingness Model (PWM), and behavioral design strategies such as nudging and visual framing, the thesis demonstrates how design can increase perceived behavioral control, reinforce social norms, and foster emotional attachment. The accompanying design project, Around the Fire, translates these insights into visual identity, storytelling, and communication strategies. The thesis contributes both theoretical knowledge and practical methods for how graphic design can support more conscious consumption and long-term cultural change.