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How do the Female Attitudes Towards Sustainable Branding Influence Purchase Intention in the Sportswear Industry : A qualitative study of women aged 20-50.Vizcaino, Nicole, Kettunen, Emma January 2023 (has links)
Background: The sportswear industry has grown rapidly in the past years, with sportswear becoming a popular choice for everyday wear and sports activities. However, concerns about sustainability have emerged, prompting consumers to think about their purchasing habits. As a result, sustainable branding has become an integral part of the business of sportswear brands. Purpose: This study examines how women’s attitudes toward sustainable branding influence their purchase decisions in the sportswear industry. By focusing on women aged 20-50, the research seeks to understand the attitudes of female consumers and help sportswear brands adapt their sustainability strategies to meet consumer demand. Method: This study follows a qualitative research method with an interpretive research paradigm and an inductive research approach. Data have been collected through semi-structured interviews to better understand the underlying motivations and factors that influence female attitudes. Conclusion: The study findings revealed that female consumers had negative or neutral attitudes toward the sportswear industry. However, they indicated a positive attitude towards sustainability, suggesting that the brand’s social and environmental practices can influence female consumer attitudes. The study showed a clear gap between female consumer attitudes and actual behavior, with financial constraints and other purchase criteria as barriers to purchasing sustainable sportswear.
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Analysis of Consumers' Attitudes Towards Sustainability Communication of H&MZaidi, Umar January 2021 (has links)
With the growing trend of the manufacturing of sustainable products by the apparel brands, the eco-friendly consumers are becoming more interested in knowing the brands’ sustainability communication and their claims. This study has taken the Katz’s attitude functions theory as a framework to better understand the factors which can help in calculating the consumers’ attitudes towards the sustainability communication of H&M, the leading apparel brand of Sweden. This research paper used qualitative research method and have done the ‘focused group analyses’ to investigate the consumers attitude towards sustainability communication of H&M. Four focus groups interviews were conducted and then transcribed to generate themes to interpretate the results. Researcher utilized the Interpretative Phenomenological Analysis (IPA) approach as a qualitative research method, to explore the ‘lived experience’ of the research participants. Author then interpretated the results and found out that the consumers are aware from the H&M sustainability communication. Although most of them positively influenced from the brand’s sustainability, yet some of them have doubts on the sustainability claims of H&M.
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