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
Hussain, Manija
Term
4. Term
Education
Publication year
2024
Submitted on
2024-08-07
Pages
42
Abstract
This thesis examines whether sustainability slogans on clothing reflect genuine practices or are mainly marketing, and whether and how consumers use sustainability information in their purchase decisions. The study applies the Theory of Planned Behavior (which explains how attitudes, social norms, and perceived control shape intentions) and Green Marketing Theory (which looks at how firms communicate environmental claims) to analyze qualitative data. The data come from interviews with young consumers in Copenhagen and insights from two Danish fashion companies. The findings highlight that company transparency, consumer education, and strong certifications are crucial for encouraging more sustainable purchases. The thesis offers practical recommendations to help brands strengthen their sustainability policies and align their marketing with verifiable environmental actions.
Denne afhandling undersøger, om bæredygtighedsslogans på tøj afspejler reelle handlinger eller blot er markedsføring, samt om og hvordan forbrugere bruger bæredygtighedsoplysninger i deres købsbeslutninger. Studiet anvender Theory of Planned Behavior (som forklarer, hvordan holdninger, sociale normer og oplevet kontrol påvirker intentioner) og Green Marketing Theory (der ser på, hvordan virksomheder kommunikerer miljøpåstande) til at analysere kvalitative data. Datagrundlaget består af interviews med unge forbrugere i København og indblik fra to danske modevirksomheder. Resultaterne peger på, at gennemsigtighed fra virksomheder, forbrugeroplysning og stærke certificeringer er afgørende for at fremme mere bæredygtige køb. Afhandlingen giver praktiske anbefalinger, så brands kan styrke deres bæredygtighedspolitikker og få deres markedsføring til bedre at stemme overens med faktiske miljøtiltag.
[This apstract has been rewritten with the help of AI based on the project's original abstract]