Exploring the gap: attitudes vs. purchasing behavior in sustainable outdoor sports apparel

The article provides recommendations for outdoor companies on how to effectively communicate the sustainable attributes of products, increase customer awareness, and mitigate the impact of perceived high prices. The study's conclusions support the idea that educational campaigns aimed at clarifying the importance of sustainability and the practical benefits of sustainable products can lead to changes in purchasing behavior and promote sustainable consumption in the outdoor industry. The study emphasizes the need to focus on communicating the practical benefits of sustainable products, such as their longevity and durability.