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Sustainability as a Trend in Fashion Industry. An Empirical Study about Changing Consumer Behaviour

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  • 117 Seiten
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Master's Thesis from the year 2017 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Resear... Weiterlesen
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Beschreibung

Master's Thesis from the year 2017 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,7, University of Applied Sciences Berlin, course: International Marketing, language: English, abstract: A trend in society to take care of environmental issues is observed and the generation born around the millennium shift between 1980 and 2000, so called generation Y, became a growing consumer market in Germany. Fashion is one of the most consumed segments by the Millennials, who value transparent production and are sensitive to environmental issues at the same time. This study seeks to provide a current status of the generation Y's knowledge, attitude and behaviour in regards to fashion consumption with the impact of sustainability. A literature review and an online survey have been conducted to analyse the consumer behaviour of 84 Generation Y consumers, aged 17 to 37 in 2017. The major result shows that there is no significant difference in attitude and behaviour towards a sustainable development between consumers that live a conscious life and conventional consumers. Sustainability as a topic has reached Millennials, who should further deepen their knowledge in order to foster a sustainable development in fashion.

Produktinformationen

Titel: Sustainability as a Trend in Fashion Industry. An Empirical Study about Changing Consumer Behaviour
Autor:
EAN: 9783668464131
ISBN: 978-3-668-46413-1
Digitaler Kopierschutz: frei
Format: E-Book (pdf)
Herausgeber: Grin Publishing
Genre: Werbung, Marketing
Anzahl Seiten: 117
Veröffentlichung: 14.06.2017
Jahr: 2017
Untertitel: Englisch
Dateigrösse: 5.0 MB