Understanding consumer’s view on sustainable fashion and its influence on their consumption
(2024) BUSN39 20241Department of Business Administration
- Abstract
- This research explores how sustainable fashion fits into our social landscape, emphasizing its importance due the fashion industry's growing environmental concerns. With the fashion industry facing environmental challenges, the integration of fashion with sustainability becomes imperative for its evolution in the future. To address this, fashion brands have begun integrating sustainable practices into their operations, communicating these efforts to consumers. To gain insights into how young consumers perceive sustainable fashion, a qualitative study was conducted involving 12 interviews and video ads with young people between 20- and 39-years old living in Sweden.
This study provides a comprehensive review of theories surrounding... (More) - This research explores how sustainable fashion fits into our social landscape, emphasizing its importance due the fashion industry's growing environmental concerns. With the fashion industry facing environmental challenges, the integration of fashion with sustainability becomes imperative for its evolution in the future. To address this, fashion brands have begun integrating sustainable practices into their operations, communicating these efforts to consumers. To gain insights into how young consumers perceive sustainable fashion, a qualitative study was conducted involving 12 interviews and video ads with young people between 20- and 39-years old living in Sweden.
This study provides a comprehensive review of theories surrounding sustainable fashion, consumer relationships, business models, and communication strategies, aligning them with insights gathered from interviews. Through data analysis, three key consumer views on sustainable fashion emerge: distrust due to lack of transparency, an ethical and emotionally aware mindset, and perceptions of inconsistent and contradictory communication.
Recommendations for the future fashion industry include prioritizing sustainability education for consumers and implementing initiatives to track and audit brand practices. Video advertisements, predominantly appealing to consumers' emotional responses, align with the Elaboration-Likelihood Model (ELM), indicating different effectiveness based on consumer knowledge levels.
Practical implications highlight the importance of understanding consumer perceptions and behaviors in sustainable fashion. Companies must adapt marketing strategies to align with consumer expectations for transparency and authenticity, fostering greater environmental consciousness in the fashion industry. Failure to address consumer skepticism and doubts regarding sustainable practices may render communication efforts ineffective for the future. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9167109
- author
- Labrín Mesía, Loretta Mayeli LU
- supervisor
- organization
- course
- BUSN39 20241
- year
- 2024
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- sustainability, sustainable fashion, consumers perceptions, greenwashing, sustainable practices, ethics, values, norms, communication
- language
- English
- id
- 9167109
- date added to LUP
- 2024-06-25 13:22:17
- date last changed
- 2024-06-25 13:22:17
@misc{9167109,
abstract = {{This research explores how sustainable fashion fits into our social landscape, emphasizing its importance due the fashion industry's growing environmental concerns. With the fashion industry facing environmental challenges, the integration of fashion with sustainability becomes imperative for its evolution in the future. To address this, fashion brands have begun integrating sustainable practices into their operations, communicating these efforts to consumers. To gain insights into how young consumers perceive sustainable fashion, a qualitative study was conducted involving 12 interviews and video ads with young people between 20- and 39-years old living in Sweden.
This study provides a comprehensive review of theories surrounding sustainable fashion, consumer relationships, business models, and communication strategies, aligning them with insights gathered from interviews. Through data analysis, three key consumer views on sustainable fashion emerge: distrust due to lack of transparency, an ethical and emotionally aware mindset, and perceptions of inconsistent and contradictory communication.
Recommendations for the future fashion industry include prioritizing sustainability education for consumers and implementing initiatives to track and audit brand practices. Video advertisements, predominantly appealing to consumers' emotional responses, align with the Elaboration-Likelihood Model (ELM), indicating different effectiveness based on consumer knowledge levels.
Practical implications highlight the importance of understanding consumer perceptions and behaviors in sustainable fashion. Companies must adapt marketing strategies to align with consumer expectations for transparency and authenticity, fostering greater environmental consciousness in the fashion industry. Failure to address consumer skepticism and doubts regarding sustainable practices may render communication efforts ineffective for the future.}},
author = {{Labrín Mesía, Loretta Mayeli}},
language = {{eng}},
note = {{Student Paper}},
title = {{Understanding consumer’s view on sustainable fashion and its influence on their consumption}},
year = {{2024}},
}