During recent years, a clear change in attitude related to how we view our shared responsibility towards our planet has been identified. Increased consumer involvement related to both environmental and social issues is forcing companies to take extended responsibility regarding the social impact they leave behind. This responsibility is defined as CSR and includes a company's environmental, social, and financial responsibilities. The fast fashion industry is often associated with environmental and social infringements, such as large carbon dioxide emissions or unethical working conditions, which are often debated in media. Previous research identifies a positive attitude by consumers towards CSR when purchasing clothes, but further studies indicate that CSR is not as important for consumers when compared to other product attributes, such as trends or quality. Keeping the identified attitude change in recent years related to increased social responsibility in mind, the purpose of the study is to create a greater understanding in which way these trends affect consumption of fast fashion. A quantitative method has been chosen and based on previous theory, appropriate variables have been selected to fulfil the purpose of the study. The collection of data was conducted through an online based survey where the sample consisted of 221 respondents between 18–77 years. Data were analysed in SPSS using a multiple linear regression analysis and in addition, several variance analysis (ANOVA). Findings in analysis indicates that CSR does not affect consumption of fast fashion after all. However, interesting differences in attitudes towards CSR between groups of samples could be identified. For example, the older respondents believed that CSR is more important than the younger ones did and when gender differences were analysed, it was identified that women had a more positive attitude towards CSR than the men had. Interesting findings were also found regarding the variable price, which in previous studies is pointed out to be the primary influencing factor when consumers buy clothes. Our study reveals that price do not influence consumption of fast fashion. The conclusion of our findings indicates that no noticeable change in attitude has occurred related to increased social responsibility by consumers who purchase fast fashion. This since there are still other attributes that the consumer evaluates as more important, such as trends or quality.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:kau-78445 |
| Date | January 2020 |
| Creators | Johansson, Sara, Dahlström, Sara |
| Publisher | Karlstads universitet, Karlstads universitet |
| Source Sets | DiVA Archive at Upsalla University |
| Language | Swedish |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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