Design Research Project: "Consumer Perceptions and Brand Authenticity in Sustainable Fashion: Analyzing the Impact of Sustainability Claims in Taglines and Advertising Tactics"
Translated title
Design Research Project
Author
Term
4. Term
Education
Publication year
2024
Submitted on
2024-08-07
Pages
42
Abstract
This thesis investigates if advertising through taglines in clothes actually represent sustainable practices or are just marketing ploys, and I analysis whether and how look at sustainability information as part of purchase decisions. This study applied the Theory of Planned Behavior and Green Marketing Theory to examine data derived from qualitative research, which included interviews with young consumers in Copenhagen as well as insights from two Danish fashion Companies. In order to encourage sustainable purchasing, the findings stress the need for openness of the companies, consumer education, and strong certification. Brands may enhance their sustainability policies and better connect their marketing with genuine environmental pledges with the practical ideas presented.
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