dissertation on sustainable fashion

• Fashion Design

Sustainability and the Fashion Industry

• August 2021
• This person is not on ResearchGate, or hasn't claimed this research yet.

• SRH Hochschule Berlin

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Sustainable and Ethical Fashion Consumption: the role of Consumer Attitude and Behaviour

Global demand for improved corporate social responsibility (CSR) in the fashion industry has created many challenges and opportunities for companies wishing to integrate the principles of sustainability into their business strategies. Since businesses operate for a profit, investments towards sustainability can only return shareholder value if the consumers are rewarding it. There is, however, a vacuum in empirical knowledge regarding the role of consumer attitude and behaviour in the sustainable and ethical consumption of fashion. This qualitative and quantitative study contributes to the knowledge database using experimental research based on survey methods and statistical analyses. A questionnaire survey was conducted in Hamburg with 100 respondents made up of an equal number of HSBA and non-HSBA students. The questions were aimed at gaining insight into respondents’ attitudes towards ethical issues and resulting behaviour before, during and after the purchase of clothing. Results show that eco-labelling of clothing only influences the buying decisions of consumers who already possess a positive attitude towards sustainability. It was revealed that many consumers still harbour scepticism on the real motives of fashion companies towards sustainability. Price and quality are more important factors for purchase decisions than ethicality. Many Consumers have little information on where to buy eco-clothes. Many consumers today are aware of sustainability concepts, but the awareness still has little bearing on their purchase behaviour. The results are however limited by the number of respondents, ethnography and age groups. The outcome of this report would be invaluable for market planning and investment decisions towards sustainability projects in the fashion industry.

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Home > Theses and Dissertations > Undergraduate Honors Theses > 92

Undergraduate Honors Theses

How covid-19 has accelerated the shift towards a more sustainable fashion industry.

Samantha Frances Casey , University of San Diego Follow

Date of Award

Spring 5-18-2021

Document Type

Undergraduate Honors Thesis

Degree Name

Bachelor of Business Administration in Business Administration

Business Administration

Abigail Berk

Sustainability in fast fashion is a pertinent issue as the fashion industry is one of the most environmentally damaging industries. Fashion retailers have started to integrate sustainability initiatives, but consumer preference is vital to making firms change their practices. As the COVID-19 pandemic hit the world in 2020, worldwide lockdowns exposed the fragility of the consumer-driven fast-fashion business model. This thesis will examine how COVID-19 has and will continue to impact sustainability in the fashion industry. More specifically, this thesis will examine the implications of consumer sustainability preferences brought about by the pandemic. These implications accelerate the preexisting sustainability trends in the fashion industry by pushing companies to appeal to the consumer preferences brought about by COVID-19. This project provides insights for business managers in the fashion industry to thrive post-pandemic.

Digital USD Citation

Casey, Samantha Frances, "How COVID-19 has Accelerated the Shift towards a More Sustainable Fashion Industry" (2021). Undergraduate Honors Theses . 92. https://digital.sandiego.edu/honors_theses/92

Copyright held by the author

Since July 15, 2021

Included in

Business Administration, Management, and Operations Commons , Business Law, Public Responsibility, and Ethics Commons , Fashion Business Commons

https://doi.org/10.22371/03.2021.002

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