The effects of sustainable marketing on customers to consider environmentally conscious product in fashion industry

Ing. Selin Senyuva

Diplomová práce

Anotace:

The goal of this thesis is to investigate the effects of sustainable marketing on customers to consider environmentally friendly products in the fashion industry. The first part of the thesis consists of methodology and theoretical background. The current literature is examined with the focus on sustainable marketing, sustainable consumption and the fashion industry. In the second part, results of an online survey with 104 participants were presented and compared with the literature. Then, SPSS analysis were performed to test hypotheses. In conclusion, this thesis showed that customers want to protect the environment but have limited knowledge about sustainability and they are ready to be informed more about it. Overall results showed that there are differences between consumers according to gender, age and knowledge of environment.

Abstract:

The goal of this thesis is to investigate the effects of sustainable marketing on customers to consider environmentally friendly products in the fashion industry. The first part of the thesis consists of methodology and theoretical background. The current literature is examined with the focus on sustainable marketing, sustainable consumption and the fashion industry. In the second part, results of an online survey with 104 participants were presented and compared with the literature. Then, SPSS analysis were performed to test hypotheses. In conclusion, this thesis showed that customers want to protect the environment but have limited knowledge about sustainability and they are ready to be informed more about it. Overall results showed that there are differences between consumers according to gender, age and knowledge of environment.

Keywords

Sustainable marketing, sustainable consumer behaviour, sustainable consumption, fashion industry, sustainable fashion

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 17. 5. 2021

Obhajoba závěrečné práce

• Obhajoba proběhla 25. 6. 2021
• Vedoucí: doc. Ing. Alena Klapalová, Ph.D.
• Oponent: Ing. Radmila Štangová

Masarykova univerzita

Ekonomicko-správní fakulta

Magisterský studijní program / obor:
Business Management / Business Management