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Sustainable fashion - a question of one's socio-economic background

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Sustainable fashion - a question of one's socio-economic background

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Samenvatting

QUOTES “For now, it seems like only those with higher incomes buy sustainably: this group is above average often the upper social strata, i.e. have an above-average income.” “[Sustainability] should be egalitarian and be the topic of the future in all areas regardless of the socio-economic background.” “[Sustainability] cannot be achieved without social justice. In order to implement sustainability in future, we must also start to face the “social question”." AIM The aim of this research is to change perceptions of the GMI [the German Guaranteed Minimum Income] recipient, as they perceive a sustainable lifestyle mainly something for richer people, and cannot see their own (sustainable) contribution. RESEARCH QUESTION What effect does the German Guaranteed Minimum Income (SGB II & SGB XII) have on the willingness and ability to buy sustainable fashion? SUB-QUESTIONS 1. What are the economic, demographic and psychographic characteristics defining the target group of the consumer receiving the German Guaranteed Minimum Income? 2. What is the consumer behaviour of the Guaranteed Minimum Income recipients? 3. Which forms of sustainable fashion exist and are relevant for Guaranteed Minimum Income recipients? 4. What are motivations for people receiving the German Guaranteed Minimum Income to (not) buy sustainable fashion? CITY MAP The product is an area city map, marking a district plan with affordable second-hand stores, flea markets and interesting places for the GMI recipients, in particular families or single parents. On the other side of the map there is information on sustainability, for instance, about the lifecycle of a garment. Every month there will be a new map of a different area published to target and create exchange of different city areas recipients. The end result is a certain number of maps depending on the districts in a city, with lots of interesting information and facts about sustainable clothing. BROCHURE Since the city map should be publicly displayed at educational institutes or social services departments that GMI recipients are likely to frequently visit, a second product in form of a brochure is created, to inform the institutions and departments about the idea of the map.

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OrganisatieHogeschool van Amsterdam
OpleidingAMFI - Amsterdam Fashion Institute
AfdelingMedia, Creatie en Informatie
Jaar2019
TypeBachelor
TaalEngels

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