Advertising Sustainable Practices : Can fast fashion companies create a sustainable industry by promoting green choices?
Haukka, Kia (2019)
2019
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2019060414857
https://urn.fi/URN:NBN:fi:amk-2019060414857
Tiivistelmä
This thesis focuses on fast fashion companies’ sustainable advertising from the aspects of effective advertising channels, ethical advertising practices, and reliability from the customer viewpoint. The purpose of this thesis was to resolve the impact of sustainable advertising on fast fashion companies’ change in their practices.
The theoretical part is divided into two parts: literature review and advertising. The literature review covers definitions of central key terms and introduces the topics of fast fashion, sustainability, and important marketing channels. Advertising chapter includes topics of ethical advertising, brand image, and impact on customer purchase behavior. Data for the theoretical part was collected from published sources, online sources, and seminars.
In the empirical part, qualitative research methods were utilized and data was collected through a conducted survey. The survey was targeted at 400 customers of fast fashion stores. The results of the survey are discussed and compared to the theoretical part to find similarities and differences.
Study results show that customers find sustainable efforts important, and literature sources offer a variety of theories that define how sustainable products and practices should be advertised to customers.
The theoretical part is divided into two parts: literature review and advertising. The literature review covers definitions of central key terms and introduces the topics of fast fashion, sustainability, and important marketing channels. Advertising chapter includes topics of ethical advertising, brand image, and impact on customer purchase behavior. Data for the theoretical part was collected from published sources, online sources, and seminars.
In the empirical part, qualitative research methods were utilized and data was collected through a conducted survey. The survey was targeted at 400 customers of fast fashion stores. The results of the survey are discussed and compared to the theoretical part to find similarities and differences.
Study results show that customers find sustainable efforts important, and literature sources offer a variety of theories that define how sustainable products and practices should be advertised to customers.