The concept of sustainability has become apparent in the fast fashion business. In recent years many companies have started to label the more sustainable garments in order to make it easier for the consumer to make conscious decisions while shopping. However, this raises many questions due to unclear use of sustainability terms and the contradiction between environmental and ethical aspects in regards to the fashion industry. The purpose of the thesis is to raise a discussion concerning the use of sustainability labels within fast fashion. In order to reach the purpose, the following questions were developed: “What do different sustainability labels mean according to the fast fashion business?”, “What knowledge do the customers have about different sustainability labels?” and “Do the labels have an impact in the buying decision making process?”We have done an explorative study to investigate a phenomenon and highlight a potential problem in this field of studies. Since the aim of the empirical research is to gain insight of the consumers' attitudes and knowledge, the study is to a large extent qualitative. We conducted a survey in which purposive sampling was used as we wanted the respondents to fulfil certain criteria. In addition to the survey, we also conducted research on a number of fast fashion companies to get an idea of what information the customers would be naturally exposed to. The results from the study show that sustainability labels within fast fashion have not experienced their intended success among their largest consumer group. It has not yet reached desired effects on the consumption behaviour, the interest for sustainability nor the knowledge among the young female respondents. One can therefore discuss the utility of using labels within fast fashion. / Program: Master in Fashion Management with specialisation in Fashion Marketing and Retailing
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:hb-16793 |
| Date | January 2012 |
| Creators | Johansson, Frida, Brandting, Stella |
| Publisher | Högskolan i Borås, Institutionen Textilhögskolan, Högskolan i Borås, Institutionen Textilhögskolan, University of Borås/Swedish School of Textiles |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
| Relation | Magisteruppsats, ; 2012.13.11 |
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