Titre : |
Sustainable fashion : between consumer behavior and purchase decision-making, the understanding and identification of sustainability in fast and premium fashion |
Type de document : |
Mémoire |
Auteurs : |
Anaëlle GEOFFRIN, Auteur |
Année de publication : |
2022 |
Importance : |
41 p. |
Note générale : |
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Langues : |
Anglais (eng) |
Mots-clés : |
Management COMPORTEMENT DU CONSOMMATEUR ; DEVELOPPEMENT DURABLE ; MODE
|
Résumé : |
The research presented in this paper focuses on consumer behavior as well as the purchase decision-making. It goes further than previous studies by exploring the understanding and the identification of sustainability in fast and premium fashion by consumers. It also attempts to evaluate how sustainability and more precisely sustainable fashion comes into consideration when consumers are making their purchase decisions. Therefore, the study responds to the following questions: how consumers understand and identify sustainability in fast and premium fashion ? And how does it impact their purchase decision-making process as well as their overall consumption habits in terms of fashion ?
A qualitative study was led on 12 people living in France, mixing different nationalities and different generations. The results of the study showed that sustainability is not yet a triggering factor in the decision-making process for the consumers and that it is not highly present in the consumer’s consideration set. However, the study demonstrates that the consumers have a clear understanding of sustainability even though its identification is not obvious. The study puts forward the use of labels and digital tools to facilitate the identification of sustainable fashion items for respondents, which proved to be of minimal use for most interviewees. |
Programme : |
MSc Marketing French Excellence |
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