Consumer awareness on sustainable fashion
Bondarev, Stanislav (2021)
2021
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2021052511083
https://urn.fi/URN:NBN:fi:amk-2021052511083
Tiivistelmä
The thesis work studied the factors influencing the decision-making process of the consumers for purchasing sustainable fashion products. Consequently, the research aim was to evaluate the customer opinion of sustainable fashion products in order to close the gap between consumer environmental awareness and buying behavior.
The study is based on the three theoretical concepts: Sustainable fashion industry, consumer buying behavior, and the gap between awareness and action. The first concept provides the answers to the questions of what sustainability is within the fashion industry, how sustainable fashion products are promoted, and what threats to sustainable fashion exist. The second concept introduces the factors that influence consumer buying behavior. The third concept evaluates the consumer awareness of sustainable fashion.
The thesis work employs a qualitative research method and a deductive approach. The qualitative approach was selected to gain a better understanding of consumer behavior. Data is gathered from both secondary and primary sources. Secondary data include books, journals, research papers, and other trustworthy online sources. The interview gathered primary data.
The study found out that the high price of sustainable fashion products is the first barrier for the adaptation by the consumers. Another issue is the unavailability of sustainable clothes in the trusted stores where the consumers are usually purchasing their clothes.
The study is based on the three theoretical concepts: Sustainable fashion industry, consumer buying behavior, and the gap between awareness and action. The first concept provides the answers to the questions of what sustainability is within the fashion industry, how sustainable fashion products are promoted, and what threats to sustainable fashion exist. The second concept introduces the factors that influence consumer buying behavior. The third concept evaluates the consumer awareness of sustainable fashion.
The thesis work employs a qualitative research method and a deductive approach. The qualitative approach was selected to gain a better understanding of consumer behavior. Data is gathered from both secondary and primary sources. Secondary data include books, journals, research papers, and other trustworthy online sources. The interview gathered primary data.
The study found out that the high price of sustainable fashion products is the first barrier for the adaptation by the consumers. Another issue is the unavailability of sustainable clothes in the trusted stores where the consumers are usually purchasing their clothes.