Becoming more transparent : understanding consumer perceptions of transparency in the clothing industry

Valinhas, João Pedro Oliveira

http://hdl.handle.net/10400.26/51381

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Authors

Valinhas, João Pedro Oliveira

Advisor(s)

Nogueira, Mafalda

Abstract(s)

This dissertation explores how consumers view transparency in the fashion business, emphasizing ethical and sustainable practices in particular. The study is organized around four primary goals: Explore consumer awareness and expectations of transparency in the clothing industry. Identify key factors influencing consumer perceptions of transparency. Investigate the influence of transparency on consumer trust and feelings. Examine how of transparency is shaping perceptions regarding sustainability and ethical concerns. The methodology used includes nine semi-structured interviews with consumers who are actively involved in the fashion industry. The findings show that consumers appreciate knowing where clothes are made and how they are made, and they also highlight how crucial it is for brands to communicate clearly and thoroughly in order to establish trust. The thesis also explores the impact of transparency on sustainable practices and brand reputation, as well as the application of blockchain technology to promote transparency. The recommendations stress the need of educating consumers about sustainable and ethical business practices and call on companies to embrace open and honest business methods in order to build consumer trust and loyalty.