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

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.

Identiferoai:union.ndltd.org:UPSALLA1/oai:DiVA.org:hj-54637
Date January 2021
CreatorsZaidi, Umar
PublisherJönköping University, HLK, Medie- och kommunikationsvetenskap
Source SetsDiVA Archive at Upsalla University
LanguageEnglish
Detected LanguageEnglish
TypeStudent thesis, info:eu-repo/semantics/bachelorThesis, text
Formatapplication/pdf
Rightsinfo:eu-repo/semantics/openAccess

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