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Hållbarhet mvh. Fast Fashion: En kvalitativ studie om konsumenters tolkning av miljömässig hållbarhetskommunikation

Lantz, Mikael LU ; Ramquist, Linnea LU and Gröndahl, Elias LU (2021) FEKH29 20211
Department of Business Administration
Abstract
Title: Sustainability b.r Fast Fashion
Seminar date: 2021 - 06 - 02
Course: FEKH29, Degree Project Undergraduate level, Business Administration,
Undergraduate level, 15 University Credits Points (UPC) or ECTS‐cr)
Authors: Gröndahl, Elias. Lantz, Mikael. Ramquist, Linnéa.
Advisor: Annette Cerne
Key words: consumer attitudes, sustainability, communication, fast fashion, legitimacy
Research question: How do swedish consumers interpret the environmental sustainability
communication of the fast fashion industry? What is crucial for it to be perceived positively?
Purpose: To study consumer interpretation of communication in the fast fashion market to
examine companies prerequisites for selling more sustainable products.
Methodology:... (More)
Title: Sustainability b.r Fast Fashion
Seminar date: 2021 - 06 - 02
Course: FEKH29, Degree Project Undergraduate level, Business Administration,
Undergraduate level, 15 University Credits Points (UPC) or ECTS‐cr)
Authors: Gröndahl, Elias. Lantz, Mikael. Ramquist, Linnéa.
Advisor: Annette Cerne
Key words: consumer attitudes, sustainability, communication, fast fashion, legitimacy
Research question: How do swedish consumers interpret the environmental sustainability
communication of the fast fashion industry? What is crucial for it to be perceived positively?
Purpose: To study consumer interpretation of communication in the fast fashion market to
examine companies prerequisites for selling more sustainable products.
Methodology: The study is based on a qualitative method with focus on gathering core
insights about consumer attitudes. The processed data is primary and consists of 12
semi-structured interviews.
Theoretical perspectives: CSR, perception, selective processes, legitimacy theory
Result: The empirical result consists of the collected interview material from 6 women and 6
men aged 23-70 years of age, from scattered geographical areas.
Conclusions: Consumers are skeptical of fast fashion companies' environmental
communication but stay positively to the real actions. It was crucial for the consumers that
the communication was perceived as credible. The message's credibility is determined by a
number of factors such as history, image, size and psychological factors. In addition, there is
an underlying belief that the sustainability actions and communication that the fast fashion
industry feature today will play a significant part in shaping the future of the fast fashion
industry (Less)
Abstract (Swedish)
Examensarbetets titel: Hållbarhet mvh. Fast Fashion
Seminariedatum: 2021 - 06 - 02
Ämne/kurs: FEKH29, Examensarbete kandidatnivå i företagsekonomi, 15 högskolepoäng
Författare: Gröndahl, Elias. Lantz, Mikael. Ramquist, Linnéa.
Handledare: Annette Cerne
Fem nyckelord: konsumentattityd, hållbarhet, kommunikation, fast fashion, legitimitet
Forskningsfråga: Hur tolkar svenska konsumenter fast fashion-industrins miljömässiga
hållbarhetskommunikation? Vad är avgörande för att denna kommunikation ska uppfattas
positivt?
Syfte: Studera konsumenters tolkning av kommunikation inom marknaden för fast fashion för
att undersöka företagens förutsättning för försäljning av mer hållbara produkter.
Metod: Studien utgår från en kvalitativ metod... (More)
Examensarbetets titel: Hållbarhet mvh. Fast Fashion
Seminariedatum: 2021 - 06 - 02
Ämne/kurs: FEKH29, Examensarbete kandidatnivå i företagsekonomi, 15 högskolepoäng
Författare: Gröndahl, Elias. Lantz, Mikael. Ramquist, Linnéa.
Handledare: Annette Cerne
Fem nyckelord: konsumentattityd, hållbarhet, kommunikation, fast fashion, legitimitet
Forskningsfråga: Hur tolkar svenska konsumenter fast fashion-industrins miljömässiga
hållbarhetskommunikation? Vad är avgörande för att denna kommunikation ska uppfattas
positivt?
Syfte: Studera konsumenters tolkning av kommunikation inom marknaden för fast fashion för
att undersöka företagens förutsättning för försäljning av mer hållbara produkter.
Metod: Studien utgår från en kvalitativ metod med fokus att samla kärnfulla insikter kring
konsumenters attityder. Datan som behandlas är primär och består av 12 semistrukturerade
intervjuer.
Teoretiska perspektiv: CSR, perception, selektiva processer, legitimitetsteori,
Resultat: Det empiriska resultatet utgörs av det insamlade intervjumaterialet från 6 kvinnor
och 6 män i åldrarna 23-70 år från spridda geografiska områden.
Slutsats: Konsumenterna är skeptiska till miljömässig kommunikation från fast fashion
företag, men positiva till de faktiska handlingarna. För konsumenterna var det avgörande att
kommunikationen upplevdes vara trovärdig. Trovärdigheten i budskapen avgörs av ett flertal
faktorer; företags historik, image, storlek, motiv och konsumenternas psykologiska faktorer.
Dessutom finns det en underliggande tro på att det hållbarhetsarbete och den
hållbarhetskommunikation fast fashion företagen arbetar med idag kommer ha en betydande
del i formandet av fast fashion industrins framtid. (Less)
Please use this url to cite or link to this publication:
author
Lantz, Mikael LU ; Ramquist, Linnea LU and Gröndahl, Elias LU
supervisor
organization
alternative title
Sustainability b.r Fast Fashion: A qualitative study of consumers interpretation of environmental sustainability communication
course
FEKH29 20211
year
type
M2 - Bachelor Degree
subject
keywords
konsumentattityd, hållbarhet, kommunikation, fast fashion, legitimitet
language
Swedish
id
9058153
date added to LUP
2021-07-01 15:03:35
date last changed
2021-07-01 15:03:35
@misc{9058153,
  abstract     = {{Title: Sustainability b.r Fast Fashion
Seminar date: 2021 - 06 - 02
Course: FEKH29, Degree Project Undergraduate level, Business Administration,
Undergraduate level, 15 University Credits Points (UPC) or ECTS‐cr)
Authors: Gröndahl, Elias. Lantz, Mikael. Ramquist, Linnéa.
Advisor: Annette Cerne
Key words: consumer attitudes, sustainability, communication, fast fashion, legitimacy
Research question: How do swedish consumers interpret the environmental sustainability
communication of the fast fashion industry? What is crucial for it to be perceived positively?
Purpose: To study consumer interpretation of communication in the fast fashion market to
examine companies prerequisites for selling more sustainable products.
Methodology: The study is based on a qualitative method with focus on gathering core
insights about consumer attitudes. The processed data is primary and consists of 12
semi-structured interviews.
Theoretical perspectives: CSR, perception, selective processes, legitimacy theory
Result: The empirical result consists of the collected interview material from 6 women and 6
men aged 23-70 years of age, from scattered geographical areas.
Conclusions: Consumers are skeptical of fast fashion companies' environmental
communication but stay positively to the real actions. It was crucial for the consumers that
the communication was perceived as credible. The message's credibility is determined by a
number of factors such as history, image, size and psychological factors. In addition, there is
an underlying belief that the sustainability actions and communication that the fast fashion
industry feature today will play a significant part in shaping the future of the fast fashion
industry}},
  author       = {{Lantz, Mikael and Ramquist, Linnea and Gröndahl, Elias}},
  language     = {{swe}},
  note         = {{Student Paper}},
  title        = {{Hållbarhet mvh. Fast Fashion: En kvalitativ studie om konsumenters tolkning av miljömässig hållbarhetskommunikation}},
  year         = {{2021}},
}