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Eco-labelling and consumer behaviour
Petty, Silvia ; Richter, Eva (advisor) ; Mazák, Jaromír (referee)
Human impact on the environment has significant social causes as well as effects. A change in consumer behavior in all respects is therefore necessary to protect the environment. The issue of consumption reduction is therefore becoming increasingly important in the context of climate change in recent years. Consumer lifestyle also involves the consumption of textile products - clothing in a conventional manner, the so-called fast fashion, which also contributes to increasing the environment related burden and negative impacts on human health. The so-called slow, ethically and sustainably produced fashion allows to reduce this burden. Consumers' willingness to buy organically produced and eco-certified products is important to reduce environmental burdens and therefore the understanding of consumer behavior that leads to their purchase is important. Through qualitative in-depth interviews this thesis identifies the motivators and barriers to purchasing eco-certified fashion and other textile products and brings a deeper understanding of these motivators and barriers. These motivators include the certificate itself, good feeling, pursuit of environmentally friendly behavior, health aspects, trend. As barriers, this thesis further recognizes the lack of knowledge about eco-certified fashion, negative...
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