Slow fashion - consumer behaviour and attitudes in sustainable fashion
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| Dokumentumtípus: | Diplomadolgozat |
| Kulcsszavak: | consumer attitudes consumer behaviour consumer behaviour in sustainable fashion slow fashion sustainable fashion |
| Online Access: | http://dolgozattar.uni-bge.hu/58266 |
| Kivonat: | The research explores the primary elements which affect young consumer adoption of slow fashion by studying environmental values alongside perceived costs and social influence. The widespread environmental and social problems caused by fast fashion led to slow fashion becoming an ethical alternative for consumers. However, widespread adoption remains limited. The research adopts a quantitative methodology by administering structured surveys to 100 respondents who are students and young professionals living in Hungary as well as other European territories. The study demonstrates that participants show strong sustainability mindfulness yet their purchasing actions remain limited because they believe products are expensive and they lack familiarity with sustainable brands. The attitudes and behavioral intentions of individuals strongly rely on social influences that spread through peer groups along with social media networks. The study confirms environmental values together with social influence have positive effects on slow fashion adoption yet high price perceptions create obstacles for adoption. The study adds to sustainable consumer behavior research and provides actionable guidance about ethical fashion marketing and awareness initiatives as well as sustainable policy measures for younger consumers. |
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