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  • About
  • The Global ETD Search service is a free service for researchers to find electronic theses and dissertations. This service is provided by the Networked Digital Library of Theses and Dissertations.
    Our metadata is collected from universities around the world. If you manage a university/consortium/country archive and want to be added, details can be found on the NDLTD website.
1

Analysis of Consumers' Attitudes Towards Sustainability Communication of H&M

Zaidi, 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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