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Locka, lära eller övertyga? : En studie om plaggens märkning som kanal för modeföretagens hållbarhetskommunikation

Degerskär, Lovisa LU (2016) MODK63 20161
Division of Fashion Science
Abstract
This qualitative study aims to contribute to a deeper understanding of how companies in the fashion industry communicate sustainability through the label on the garments. The purpose of the thesis is to examine how the knowledge gap between companies and consumers regarding sustainability issues, could be bridged using the label. Further, the possibilities of using the label as a tool to achieve a reduction of the dissonance between consumers' attitudes and purchasing behaviour in relation to sustainable products are also explored.
The discussion is based on the following three questions: In what ways do companies use the label to communicate their sustainability work? How could the label be used as a tool for reducing the knowledge gap... (More)
This qualitative study aims to contribute to a deeper understanding of how companies in the fashion industry communicate sustainability through the label on the garments. The purpose of the thesis is to examine how the knowledge gap between companies and consumers regarding sustainability issues, could be bridged using the label. Further, the possibilities of using the label as a tool to achieve a reduction of the dissonance between consumers' attitudes and purchasing behaviour in relation to sustainable products are also explored.
The discussion is based on the following three questions: In what ways do companies use the label to communicate their sustainability work? How could the label be used as a tool for reducing the knowledge gap between companies and their consumers regarding sustainability issues? What strategies regarding labelling could be used by the companies to influence consumers to make more sustainable choices while in the store? To gather the empirical material needed, ethnographic methodology was used. Observations took place in Åhléns, Filippa K and H&M stores, as well as semi-structured interviews with representatives from H&M and Mistra Future Fashion.
The outcome of this study shows that the companies use the label to communicate sustainability in different ways. From a business perspective the label has various functions, where the most important one is as a valuable tool to communicate with their consumers. Based on the findings, the label could be used as an effective marketing tool for companies to teach their consumers about sustainability and also to motivate them to buy more sustainable products. Labelling of fashion items is more complex than, for example food. However, much improvement could be done regarding the effectiveness of the label, as well as providing consumers with more reliable information based on a holistic approach to sustainability. (Less)
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author
Degerskär, Lovisa LU
supervisor
organization
course
MODK63 20161
year
type
M2 - Bachelor Degree
subject
keywords
Consumption, Label, Communication, Sustainability, Fashion industry, Attitude-behaviour gap
language
Swedish
id
8887754
date added to LUP
2016-09-26 12:06:23
date last changed
2016-09-26 12:06:23
@misc{8887754,
  abstract     = {This qualitative study aims to contribute to a deeper understanding of how companies in the fashion industry communicate sustainability through the label on the garments. The purpose of the thesis is to examine how the knowledge gap between companies and consumers regarding sustainability issues, could be bridged using the label. Further, the possibilities of using the label as a tool to achieve a reduction of the dissonance between consumers' attitudes and purchasing behaviour in relation to sustainable products are also explored.
The discussion is based on the following three questions: In what ways do companies use the label to communicate their sustainability work? How could the label be used as a tool for reducing the knowledge gap between companies and their consumers regarding sustainability issues? What strategies regarding labelling could be used by the companies to influence consumers to make more sustainable choices while in the store? To gather the empirical material needed, ethnographic methodology was used. Observations took place in Åhléns, Filippa K and H&M stores, as well as semi-structured interviews with representatives from H&M and Mistra Future Fashion.
The outcome of this study shows that the companies use the label to communicate sustainability in different ways. From a business perspective the label has various functions, where the most important one is as a valuable tool to communicate with their consumers. Based on the findings, the label could be used as an effective marketing tool for companies to teach their consumers about sustainability and also to motivate them to buy more sustainable products. Labelling of fashion items is more complex than, for example food. However, much improvement could be done regarding the effectiveness of the label, as well as providing consumers with more reliable information based on a holistic approach to sustainability.},
  author       = {Degerskär, Lovisa},
  keyword      = {Consumption,Label,Communication,Sustainability,Fashion industry,Attitude-behaviour gap},
  language     = {swe},
  note         = {Student Paper},
  title        = {Locka, lära eller övertyga? : En studie om plaggens märkning som kanal för modeföretagens hållbarhetskommunikation},
  year         = {2016},
}