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Titre : |
In a sensitive environmental and social context, what are the realized and possible evolutions of consumer behavior in terms of ethical fashion? |
Type de document : |
Mémoire |
Auteurs : |
Marion CARNOIS, Auteur |
Année de publication : |
2020 |
Importance : |
24 p. |
Note générale : |
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Langues : |
Anglais (eng) |
Mots-clés : |
Management ETHIQUE ; CONSOMMATEUR ; COMPORTEMENT DU CONSOMMATEUR
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Résumé : |
Fast fashion has emerged to offer consumers low-cost clothing, renewing their collections as much as possible. In order to be competitive, the brands have decided to relocate their production to countries where labor is cheaper and often works in poor conditions. Production processes are also very polluting.
To counter this phenomenon, ethical fashion has made its appearance: a fashion whose manufacturing processes are more respectful of workers and the planet.
In this context, the research question is: In a sensitive environmental and social context, what are the realized and possible evolutions of consumer behavior in terms of ethical fashion?
Some consumers are already adept at ethical fashion, others are more reticent. Through my research, I have been able to build four hypotheses on consumer behavior in terms of ethical purchasing.
But to understand it even more, we conducted a qualitative study on a panel of 331 people. The questionnaire was created via Qualtrics and I analyzed the data with the SPSS tool.
The results allowed me to see more clearly the four hypotheses put forward: they were validated but qualified by our panel's answers.
This study showed that consumers are interested in ethical fashion, provided that certain criteria are met.
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Programme : |
PGE-Rouen |
Spécialisation : |
Digital Marketing |
Permalink : |
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