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  1. 1. Vägen till framtidens hållbara konsument : En kvalitativ studie om hur generation z uppfattar hållbarhetskommunikation i den svenska modebranschen

    Kandidat-uppsats, Södertörns högskola/Institutionen för samhällsvetenskaper

    Författare :Gabriella Andersson; Johanna Dingfors; [2021]
    Nyckelord :Greenwashing; Generation Z; Fast Fashion; Slow Fashion; A linear model of communication; Transparens; Hållbar marknadsföring The Types of Greenwashing Matrix; Transparency Sustainable marketing.;

    Sammanfattning : With the increased focus on climate change, sustainability has become a common term for both organizations as well as consumers. The clothing industry is one of the industries that have the biggest negative impact on climate change. Still, the fast fashion business, based on cheap materials and low production costs, continues to thrive. LÄS MER