Sustainable supply chain fashion industry
Nguyen, Mi (2023)
2023
All rights reserved. This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023061523984
https://urn.fi/URN:NBN:fi:amk-2023061523984
Tiivistelmä
The trend towards sustainability has gained momentum globally and is now a significant force driving many industries, including fashion. Rather than focusing on seasonal colors or popular styles, sustaina-ble fashion and ethical clothing have emerged as a major trend. The thesis examined the impact of this sustainability trend on consumer behaviour within the fashion industry at various green variables. Con-sequently, the study aimed to provide insights into the perception of consumers towards the sustainable supply chains movement and identify the factors that affect their purchasing decisions regarding to sus-tainable fashion products, therefore helping to inform strategies for promoting sustainable practices within the fashion industry. For this analysis, the theoretical context covered two key concepts: the fash-ion industry and green variables of sustainable supply chain in fashion industry. The thesis focused on three main questions: How do customers view sustainable and fast fashion trends? How well are cus-tomers informed about the idea of sustainable fashion supply chains and its components? And finally what components influence consumers' decisions?
This study utilized interview data from female and male consumers aged 23-35 who are interested in sustainable fashion. The target interviewees were a consumer at the sustainable fashion store Pure Waste Helsinki, a consumer at a Mango Kamppi store, salesperson at H&M, a second hand shopper at UFF Kamppi store, my friend - a fashion micro-influencer in France, three of my friends Tuong, Hieu, and Lumi who have a passion for sustainable fashion. To address the research issues, the study employed a qualitative research method. The results showed that consumers have a positive and enquiring attitude toward sustainable fashion. The steps consumers were taking towards being more sustainable as well as demonstrating what factors influence their purchasing decisions are presented in the empirical research and data analysis section.
This study utilized interview data from female and male consumers aged 23-35 who are interested in sustainable fashion. The target interviewees were a consumer at the sustainable fashion store Pure Waste Helsinki, a consumer at a Mango Kamppi store, salesperson at H&M, a second hand shopper at UFF Kamppi store, my friend - a fashion micro-influencer in France, three of my friends Tuong, Hieu, and Lumi who have a passion for sustainable fashion. To address the research issues, the study employed a qualitative research method. The results showed that consumers have a positive and enquiring attitude toward sustainable fashion. The steps consumers were taking towards being more sustainable as well as demonstrating what factors influence their purchasing decisions are presented in the empirical research and data analysis section.