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Titre : |
In a sensitive environmental and social context, what are the actual and possible changes in consumer behaviour regarding ethical fashion purchasing? |
Type de document : |
Mémoire |
Auteurs : |
Solène DUCIEL, Auteur |
Année de publication : |
2020 |
Importance : |
24 p. |
Note générale : |
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Langues : |
Français (fre) |
Mots-clés : |
Management ETHIQUE ; ACHAT ; CONSOMMATEUR ; ENVIRONNEMENT
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Résumé : |
At a time when the textile industry is increasingly criticized on social and environmental grounds, this seminar paper looks at ethical fashion. Indeed, we want to know what the realised and possible evolutions of consumers’ behaviour are concerning the purchase of ethical fashion, in a sensitive environmental and social context. Thanks to research in articles already published on the subject, and a quantitative study conducted with the Qualtrics software, including 331 respondents, we were able to obtain concrete results. If consumers are aware of the damage that fast fashion is doing to our planet, some are aware of ethical fashion, others are not. There is therefore a problem of awareness of ethical fashion and ethical fashion brands, which remain unknown to consumers. Moreover, consumers who are ready to change their way of consuming fashion have barriers on the high price of ethical fashion. However, some positive elements emerge from this: Consumers are willing to use alternatives to fast fashion once they are aware of it, such as second-hand fashion, which is more affordable than ethical fashion.
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Programme : |
PGE-Rouen |
Spécialisation : |
Digital Marketing |
Permalink : |
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