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Rozhodování spotřebitele na trhu udržitelné módy
Řehůřková, Monika
Řehůřková, M. Consumer decision-making in the sustainable fashion market. Bachelor thesis. Brno: Mendel University, 2023. The bachelor`s thesis deals with consumer decision-making in the sustainable fashion market. The goal was to map consumer behaviour and factors that influence an individual's decision-making when purchasing fashion goods. The paper contains theoretical starting points including issues of consumer behaviour, sustainability and marketing communication. The evaluation was carried out on the basis of a questionnaire survey of 105 respondents, on the basis of which a communication strategy was proposed for a new fashion brand of sustainable fashion.
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Generation Y and Its Perception of Sustainable Fashion within Czech and Austrian Culture
Márová, Barbora ; Koudelková, Petra (advisor) ; Schneiderová, Soňa (referee)
This diploma thesis analyzes millennials' perception of sustainable fashion in two Central European countries - the Czech Republic and Austria. The main goal is to observe how millennials regard sustainable fashion, what factors affect their intention to purchase sustainable fashion, and what kind of role plays cultural differences. The research was conducted via questionnaire, and the data analyzed by numerous statistical methods - t-test, linear regression. Overall, the millennials have a positive relationship toward sustainable fashion. Both groups of millennials differ in their willingness to pay more for sustainable clothing in case of lacking comfort. Furthermore, Czechs and Austrians differ in the score of PDI and IND indexes. These two cultural dimensions do somehow influence millennials' perception of sustainable fashion. Key words: sustainable fashion, millennials, luxury fashion, culture, TPB
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The Perception of Sustainable Statements of Fashion Brands from the Perspective of Customers
Rybářová, Eliška ; Koudelková, Petra (advisor) ; Hejlová, Denisa (referee)
In my bachelor's thesis I focus on how customers perceive sustainable statements of fashion brands. I investigate how customers' opinions influence their purchasing behaviours and how they respond to sustainable communication of fashion brands. The aim of this thesis it to find out whether customers act in accordance with their sustainability beliefs and to what extent they allow themselves to be influenced in their decision-making. The thesis is divided into a theoretical and a practical part. In the theoretical part I introduce the reader to the concepts of sustainability, green marketing, green washing and purchasing behaviour. I give examples of organisation that are actively trying to establish a sustainable society. In the practical part I introduce the reader to the research methodology. I present the data collected from quantitative research supplemented with data from the qualitative research. Finally, I evaluate the research results and answer the research questions.
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The phenomenon of Slow fashion in contemporary Czechia
Hoang, Thuy Duong ; Lánský, Ondřej (advisor) ; Hyánková, Tereza (referee)
This bachelor's thesis deals with the phenomenon of slow fashion movement created as a reaction to the development of today's fashion industry. The first part explains the term fast fashion, its main features, business models that lead to its creation such as outsourcing and its social and environmental impacts. Moreover, it deals with the gradual infiltration of sustainability into the fashion industry and the subsequent emergence of slow fashion. Based on qualitative research in the form of semi- structured interviews, the practical part examines specific Czech slow fashion brands. The research primarily analyses the motivation of the founders behind building the selected brands, the approach of these companies to the production and distribution of their products and their overall attitude towards today's fashion. KEYWORDS fast fashion, slow fashion, sustainable fashion, textile industry, consumerism
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Ethical consumer behavior of generation Z in the area of sustainable fashion
Ibrová, Barbora ; Rosenfeldová, Jana (advisor) ; Koudelková, Petra (referee)
The bachelor thesis tackles the issue of ethical consumption of Generation Z in the area of sustainable fashion. Specifically, it focuses on the specifics of ethical fashion consumption of sustainably conscious members of Generation Z and their motivations and barriers to purchasing sustainable and ethical fashion alternatives. The theoretical section defines the terms fast fashion and sustainable fashion, and focuses on ethical consumer behaviour and the characteristics of Generation Z as consumers. The practical part includes the analysis and interpretation of individual semi-structured interviews with ethically conscious members of Generation Z, from which the underlying motivations, barriers and specificities of sustainable fashion consumption of young ethically-minded customers are subsequently outlined. The research revealed the attitude-behaviour gap among respondents and a reduced brand sensitivity in the case of consumption. Good feeling and originality were identified as the main motivations for sustainable purchases, with high price and a limited range of cuts and designs emerging as the biggest barriers.
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Sustainable fashion as part of the circular economy
PUDIVÍTROVÁ, Jitka
This thesis deals with the environmental impacts of the fashion industry and their mitigation through the application of sustainable and circular principles. It clarifies the basic terminology in the field of sustainable fashion and analyzes the attitude of Czech consumers to this type of fashion goods based on data from executed research. It also examines the extent to which circular principles are part of the production processes of Czech fashion manufacturers.
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Sustainability in fashion
Matějovcová, Dominika ; Soukup, Petr (advisor) ; Remr, Jiří (referee)
The diploma thesis deals with the topics of sustainable and slow fashion, specifically how the sustainability and ideas of slow fashion are reflected in thinking and consumer behavior associated with fashion in the Czech Republic. The theoretical part describes the key concepts associated with this topic and describes the negative impacts of the fashion industry. The thesis focuses on consumer behavior connected to the various stages of the clothing life cycle and the motivation of respondents to exhibit such behavior. A combined research design was used in the research. In the first stage, a quantitative CAWI questionnaire survey was conducted; in the second stage, it was supplemented by semi-structured interviews with respondents interested in sustainable fashion. The analysis in the practical part shows the relationship between the interest in sustainable fashion and socio-demographic indicators of gender, education, economic status and region. The purchase/acquisition of clothing and the consequent maximization of its use showed to be a key phase of sustainable behavior. Accordingly, the interest in sustainable fashion turned out to be a predictor of most of the sustainable shopping behavior, which was most often selected in the questionnaire survey. The results also show that apart from...
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Concept of communication strategy of the WIN-WIN shop
Vilišová, Barbora ; Koudelková, Petra (advisor) ; Hejlová, Denisa (referee)
The purpose of this thesis, titled "Communication strategy proposal for WIN-WIN shop", is to provide a detailed analysis of marketing-oriented communication, in relation to sustainable fashion. The thesis is focused on the case of WIN WIN love brand, describing its inception and communication strategy. The theoretical part of the thesis defines the terms communication strategy, marketing mix and communication mix, with an emphasis on advertising, public relations, direct marketing and personal sales. The theoretical bases of the brand development are explained, including its identity and value. The descriptive part of the thesis characterizes the brand and establishes its origins. The target market is analyzed by the Galaxie Gim model. The analytical part of the thesis investigates separate parts of the marketing mix and explores current communication strategy, pinpointing its advantages and disadvantages. Other factors of the brand are analyzed by SWOT. Lastly, the thesis presents results of primary research conducted through online questionnaires.
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The approach of Czech fashion designers to sustainability issues and their communication towards customers
Kubů, Karolína ; Hejlová, Denisa (advisor) ; Koudelková, Petra (referee)
This bachelor thesis assesses sustainability within the fashion industry and identifies numerous ways in which sustainability can be achieved. Its aim is to define sustainability and sustainable fashion, to describe environmental, social and economic issues in this industry and to present the attitudes of a niche group of stakeholders, namely fashion designers. The thesis is divided into a theoretical and a practical part. The theoretical part considers various definitions of sustainability and applies them to the fashion industry. Furthermore, the research analyses how companies, fashion designers and fashion consumers can become more sustainable and what obstacles they face on this path. It also presents relevant models and strategies used for implementation of sustainability within fashion designing. The practical part evaluates interviews that were conducted with selected Czech fashion designers. These designers then describe their attitudes towards sustainability and explain the strategies that they actively implement to make their products more sustainable and ethical. A qualitative method was chosen for the research, as it helps to assess the attitudes and opinions from different angles, whilst allowing the study to receive answers regarding how and why designers see it this way.
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