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The communication of sustainable fashion practices & consumer perceptions

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The communication of sustainable fashion practices & consumer perceptions

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This research paper offers a broad exploration of the issues that emerge concerning fashion and sustainability, with an in-depth focus on the communication and marketing aspect of sustainable practices by brands and the perception of this by consumers. QUOTE : “Despite the belief that companies are putting a lot of effort into becoming more sustainable,there are several issues that require more clarification in terms of communication by brands. It appears that consumers are not necessarily convinced by the sustainable practices of fashion brands.” TABLE OF CONTENTS CHAPTER 1: DEFINITIONS & ISSUE IDENTIFICATIONS introduction; aim of the research; sustainability and fashion; conscious consumers; consum-actors / neo-consumers; post-modern, hyper-modern and liquid marketing; marketing classifications; marketing and sustainability affair; disclosure of sustainable fashion practices; conclusion – the challenges ahead CHAPTER 2: CASE STUDY & CONSUMER RESEARCH Methodology; findings case study WearPatch; focus group campaign analysis & hypothesis; questionnaire findings; Freitag – F-Abric; Patagonia – Don’t Buy This Jacket; H&M Go Green, Wear Blue;Bruno Pieters – Honest Buy; ArmedAngels; WearPatch; questionnaire findings after discussion CHAPTER 3: CONCLUSION & LIMITATIONS conclusion; limitations and future study; references; appendices

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OrganisatieHogeschool van Amsterdam
InstituutMedia, Creatie en Informatie
Gepubliceerd in
Jaar2015
TypeBachelorscriptie
TaalEngels

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