Publication
The paradox between sustainability and fashion:Implementation of sustainable education in the fashion industry
| datacite.subject.fos | Ciências Sociais::Economia e Gestão | pt_PT |
| dc.contributor.advisor | Nogueira, Mafalda | |
| dc.contributor.author | Machado, Maria Helena Pernes Silvano Cisneiros | |
| dc.date.accessioned | 2022-09-05T14:00:51Z | |
| dc.date.available | 2022-09-05T14:00:51Z | |
| dc.date.issued | 2022-07-06 | |
| dc.description.abstract | 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. | pt_PT |
| dc.identifier.tid | 203056957 | pt_PT |
| dc.identifier.uri | http://hdl.handle.net/10400.26/41723 | |
| dc.language.iso | eng | pt_PT |
| dc.subject | Sustainable education | pt_PT |
| dc.subject | Educated consumer | pt_PT |
| dc.subject | Sustainable fashion brands | pt_PT |
| dc.subject | Business models | pt_PT |
| dc.subject | Consumer educators | pt_PT |
| dc.title | The paradox between sustainability and fashion:Implementation of sustainable education in the fashion industry | pt_PT |
| dc.type | master thesis | |
| dspace.entity.type | Publication | |
| rcaap.rights | openAccess | pt_PT |
| rcaap.type | masterThesis | pt_PT |
| thesis.degree.grantor | Instituto Português de Administração de Marketing | |
| thesis.degree.name | Mestrado em Marketing | pt_PT |