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Advisor(s)
Abstract(s)
The fashion industry is the fourth most damaging industry in the world and
the detriment to the environment is going as fast as the industry is growing,
making it critical to explore sustainable practices to cut the problem at the root,
the consumers. Hence, this dissertation aims to understand the possibility of
implementing sustainable education in the fashion industry for the Gen Z of the
Portuguese market. This research uses a qualitative approach done with
thirteen interviews which were interpreted with a content analysis to identify
and analyze the perceptions of Gen Z consumers on fashion brands and
sustainable practices in the industry. This work was designed from the concept
of consumer education to provide insights of Gen Z consumers on how it can be
adapted for sustainability purposes to help fashion businesses become greener.
To do such implementation this study also set out to identify the type of
consumer present in the sample for an optimate outcome. Results showed a
lack of knowledge from Gen Z about sustainability as well as an absence of
curiosity if not for personal gain, there was also a global judgment of
deceitfulness by brands on the matter of green practices. Lastly, Type 1:
Consumer Information, Protection and Advocacy and Type 3: Critical Approach
for Self-interest were identified within the sample of Gen Z Portuguese
consumers, given that the latter was less prominent. Overall, the introduction
of sustainable education seems promising for this generation’s improvement as well as a mutual dialogue between fashion brands and consumers to reach a
better and more sustainable future.
Description
Keywords
Sustainable education Educated consumer Sustainable fashion brands Business models Consumer educators