Sustainable fashion brands and their contribution to sustainable consumption among customers
Author
Staneviciute, Gabriele
Term
4. Term
Publication year
2017
Pages
100
Abstract
Den voksende befolkning og vores stigende forbrug øger menneskets aftryk på kloden, og mode- og tekstilbranchen er blandt de mest forurenende. Mange virksomheder fokuserer på at gøre produktionen mere bæredygtig (materialer, fremstilling, distribution), men forbrugssiden i kæden (detail, brug og bortskaffelse) er også afgørende. Dette speciale undersøger, hvordan bæredygtige modebrands (SFB) arbejder for at fremme bæredygtigt forbrug (SC) blandt kunder. Det besvarer to delspørgsmål: hvad der kendetegner et bæredygtigt modebrand, og hvilke konkrete tiltag virksomheder bruger for at hjælpe kunder til at forbruge mere bæredygtigt. Fire modevirksomheder, som siger, at de arbejder med bæredygtighed, er interviewet. Resultaterne viser, at mangel på fælles standarder i branchen skaber forvirring og endda greenwashing (vildledende grønne påstande). I dette speciale betragtes brands som bæredygtige, hvis de arbejder efter den tredobbelte bundlinje (mennesker, planet, profit) og en forretningsmodel baseret på cirkulær økonomi, hvor produkter og materialer holdes i kredsløb længst muligt. Virksomhederne målretter to typer kunder – miljøbevidste og stilorienterede – med en let og indbydende tilgang. De møder dog udfordringer som begrænsede budgetter, høje priser, forbrugeres tilbageholdenhed og behovet for forhandleres accept. Alle undtagen én af de interviewede er enige om, at både produktion og forbrug i værdikæden skal håndteres bæredygtigt. For at fremme bæredygtigt forbrug i detail-, brugs- og slutfaser bruger de cirkulære tiltag som design for lang levetid, økologiske materialer, upcycling, reparation, take-back-ordninger, videresalg og leasing. Virksomhederne rapporterer positiv feedback og mener, at de kender deres kunder godt, ofte opdelt i bæredygtighedsorienterede og stilbevidste grupper.
A growing population and rising consumption are increasing our environmental footprint, and the fashion and textile industry is among the most polluting. Many companies focus on making production more sustainable (materials, manufacturing, distribution), but the consumption side of the chain (retail, use and disposal) also matters. This master’s study examines how sustainable fashion brands (SFBs) encourage sustainable consumption (SC) among customers. It asks two supporting questions: what counts as a sustainable fashion brand, and what concrete actions do such companies take to help customers consume more sustainably? Four fashion companies that state they work toward sustainability were interviewed. Findings show that the absence of common industry standards leads to confusion and even greenwashing (misleading “green” claims). In this thesis, brands are considered sustainable if they work toward the triple bottom line (people, planet, profit) and follow a circular economy business model that keeps products and materials in use for as long as possible. The companies target two customer groups—environmentally conscious and style-oriented—with a friendly, easy approach. They face challenges such as limited budgets, high price points, consumer hesitation, and the need for retailer acceptance. All but one of the interviewed brands agree that both production and consumption stages must be addressed sustainably. To promote sustainable consumption in retail, use and end-of-life, they apply circular initiatives such as designing for durability, using organic materials, upcycling, repairs, take-back programs, resale and leasing. The brands report positive customer feedback and believe they know their customers well, often segmenting them into sustainability-oriented and style-conscious groups.
[This abstract was generated with the help of AI]
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