Elwers, Marike Enja (2020) Changing Consumers' Minds: Overcoming the Fashion Industry's Fundamental Challenge Towards a Sustainable Future. Master thesis, Sustainable Entrepreneurship (SE).
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Abstract
Although sustainable fashion companies aiming to disrupt their industry exist, consumers still fail to make sustainable fashion choices. Yet, for these companies’ vision to succeed, they need sufficient consumer support – else, the overarching fashion industry has little incentive to implement more sustainable practices in the future. Therefore, the question arises which barriers sustainable fashion companies face when trying to influence consumers towards sustainable consumption – and how they try to overcome these barriers? To answer these questions, this study draws on the experience of six sustainable fashion companies located in Europe with semi-structured interviews. Overall, sustainable fashion companies still lack the necessary resources to influence a wide range of unconscious consumers. Nevertheless, sustainable fashion companies contribute to a behavioral change in consumers who are partially aware already. Eventually, the question remains how effective sustainable fashion companies’ actions are in making the fashion industry and consumers’ choices environmentally friendly in the long-term.
| Item Type: | Thesis (Master) |
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| Name supervisor: | Folmer, E.C. |
| Date Deposited: | 16 Jun 2020 12:35 |
| Last Modified: | 16 Jun 2020 12:35 |
| URI: | https://campus-fryslan.studenttheses.ub.rug.nl/id/eprint/21 |
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