Sustainability in fashion industry : analysing consumer sentiment in sustainable fashion
Thapa, Rajesh; Ketola-Thapa, Silja (2023)
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023121336827
https://urn.fi/URN:NBN:fi:amk-2023121336827
Tiivistelmä
The thesis objective was to learn about the consumer sentiment towards sustainability in the fashion industry and the role of global brands and influencers ́ efforts to promote it. The first part of the research’s main aim is to analyse the consumer sentiment towards sustainably in the fashion industry and their harmful social and environmental impacts. In addition, the second research aim was to eval- uate the influence of social media influencers on promotion and consumption of sustainable fashion.
The theoretical background was based on different scholarly books, articles and scientific reports con- ducted previously on the topic of sustainability in the fashion industry and online influencer market- ing. It comprises of theoretical review of topics such as sustainable fashion industry, green marketing, greenwashing, gap in attitude and behaviour, social media influencers and online influencer market. The thesis evaluated the consumer awareness towards sustainability in fashion industry as well as ef- forts of major fashion brands to promote sustainability through their various marketing channels.
The thesis used the quantitative research method, using a survey questionnaire and data was are col- lected and analysed to measure the consumer sentiment towards sustainable fashion including the online influencers ́ impact on consumers ́ sustainable purchasing habit. The survey results were ana- lysed using pie-chart bar-graphs and tables.
The study found out that the majority of the respondents have a good knowledge about sustainability in the fashion industry and have a willingness to incorporate them in their purchasing behaviour. However, their attitude and behavioural gap was evident and was contributed by different internal and external factors when it comes to ethical consumption. Another key finding of the study was the ever- growing online influencer market size and their strong influence on the consumers purchasing habit.
The theoretical background was based on different scholarly books, articles and scientific reports con- ducted previously on the topic of sustainability in the fashion industry and online influencer market- ing. It comprises of theoretical review of topics such as sustainable fashion industry, green marketing, greenwashing, gap in attitude and behaviour, social media influencers and online influencer market. The thesis evaluated the consumer awareness towards sustainability in fashion industry as well as ef- forts of major fashion brands to promote sustainability through their various marketing channels.
The thesis used the quantitative research method, using a survey questionnaire and data was are col- lected and analysed to measure the consumer sentiment towards sustainable fashion including the online influencers ́ impact on consumers ́ sustainable purchasing habit. The survey results were ana- lysed using pie-chart bar-graphs and tables.
The study found out that the majority of the respondents have a good knowledge about sustainability in the fashion industry and have a willingness to incorporate them in their purchasing behaviour. However, their attitude and behavioural gap was evident and was contributed by different internal and external factors when it comes to ethical consumption. Another key finding of the study was the ever- growing online influencer market size and their strong influence on the consumers purchasing habit.