Fashion, unsustainability issues, from consumer identity to sustainable fashion consumption and brand design
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Volume Title
School of Business |
Master's thesis
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Authors
Date
2021
Department
Major/Subject
Mcode
Degree programme
International Design Business Management
Language
en
Pages
143
Series
Abstract
Starting from the 00s, the fashion industry has caused severe damage to the environment, society and the people working in the industry. To stop the unsustainable behaviours from consumers and unethical fashion companies, awareness must be raised among the public to put pressure on the production side. Many fashion brands were built based on the concept of sustainable development and many large fashion companies are making sustainable-oriented adjustments in their businesses. However, with the rising concern about sustainability issues, many companies claim their effort toward sustainability as a marketing tool without real work contributing to sustainability, which leads to consumers’ confusion about the trustworthiness of the information provided by the fashion companies. As such, this study aims to determine the motivations of consumers in fashion consumption, and from those results, investigate what could be effective practices for building attractive sustainable fashion brands with integrity and for helping consumers to understand, demand, and consume sustainable products. This research follows the quantitative research approach of Grounded Theory; to understand these issues, semi constructed intensive interviews were conducted with relevant stakeholders including fashion researchers, fashion designers, fashion marketers and fashion consumers. The data analysis is performed through coding, memo-writing, sampling, saturation and sorting.Description
Thesis advisor
Eloranta, VilleKeywords
sustainable fashion, consumer identity, sustainable fashion brand design, sustainable consumer behaviour, sustainability branding, consumer behaviour, sustainability branding, sustainable fashion branding