Sustainable branding : consumer’s perception in the fashion industry
Badmus, Falilat (2024)
2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202404237446
https://urn.fi/URN:NBN:fi:amk-202404237446
Tiivistelmä
This thesis aims to address a noticeable action gap between consumers who claim to be sustainable and those who make sustainable fashion purchase decision. This thesis will explore the consumer’s understanding of what it means to be sustainablein the context of fashion and how sustainable branding influences purchasing decision.
This thesis uses data derived from an interview with 20 consumers. locations primarily situated in Europe and their answers will serve as a reflective guide in understanding this situation better.
This collected result is aimed at being valuable to fashion brands and marketing managers in creating a standard sustainable marketing strategy to highlight the company’s sustainable values and practices. This would serve as an avenue to educate the consumer and help them make a sustainable fashion decision.
This thesis uses data derived from an interview with 20 consumers. locations primarily situated in Europe and their answers will serve as a reflective guide in understanding this situation better.
This collected result is aimed at being valuable to fashion brands and marketing managers in creating a standard sustainable marketing strategy to highlight the company’s sustainable values and practices. This would serve as an avenue to educate the consumer and help them make a sustainable fashion decision.