Exploring the impact of greenwashing and sustainability awareness on the purchase decisions of Generation X and Generation Y consumers in the fashion industry
Paudel, Prabuddha (2024)
Pro gradu -tutkielma
2024
School of Business and Management, Kauppatieteet
Kaikki oikeudet pidätetään.
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi-fe2024100776236
https://urn.fi/URN:NBN:fi-fe2024100776236
Tiivistelmä
The fashion industry in Finland, like in other parts of the world, is increasingly focusing on sustainability. However, greenwashing, where companies falsely claim to be environmentally friendly, is becoming a concern. This study aims to understand how greenwashing and sustainability awareness affect consumer trust and purchasing decisions. Previous research has highlighted the need for more studies on consumer perceptions of sustainability in the fashion industry.
This study explores the perspectives of sixteen Finnish consumers from Generation X and Generation Y on sustainable fashion. The research objectives are to understand their attitudes towards eco-friendly and ethical clothing and to assess their awareness of the fashion industry's environmental and social impacts. The study used qualitative methods, conducting in-depth interviews with sixteen participants from two generations.
The findings reveal that both generations are skeptical of sustainability claims made by fashion brands due to greenwashing practices. Participants emphasized the need for greater transparency and accountability from brands. They also highlighted the importance of individual consumer responsibility in promoting sustainable fashion. Key factors influencing their purchase decisions include durability, transparency, ethical labor practices, and personal values. Despite recognizing the importance of sustainability, participants face challenges such as limited accessibility to sustainable options and misleading brand claims. Overall, the study highlights the need for more consumer education and awareness initiatives about the fashion industry's negative impacts. It also calls for stricter regulations and certifications to combat greenwashing. By addressing these issues, the fashion industry can build consumer trust and encourage more sustainable purchasing behaviors.
This study explores the perspectives of sixteen Finnish consumers from Generation X and Generation Y on sustainable fashion. The research objectives are to understand their attitudes towards eco-friendly and ethical clothing and to assess their awareness of the fashion industry's environmental and social impacts. The study used qualitative methods, conducting in-depth interviews with sixteen participants from two generations.
The findings reveal that both generations are skeptical of sustainability claims made by fashion brands due to greenwashing practices. Participants emphasized the need for greater transparency and accountability from brands. They also highlighted the importance of individual consumer responsibility in promoting sustainable fashion. Key factors influencing their purchase decisions include durability, transparency, ethical labor practices, and personal values. Despite recognizing the importance of sustainability, participants face challenges such as limited accessibility to sustainable options and misleading brand claims. Overall, the study highlights the need for more consumer education and awareness initiatives about the fashion industry's negative impacts. It also calls for stricter regulations and certifications to combat greenwashing. By addressing these issues, the fashion industry can build consumer trust and encourage more sustainable purchasing behaviors.