Hållbarhet mvh. Fast Fashion: En kvalitativ studie om konsumenters tolkning av miljömässig hållbarhetskommunikation

Sammanfattning: Title: Sustainability b.r Fast Fashion Seminar date: 2021 - 06 - 02 Course: FEKH29, Degree Project Undergraduate level, Business Administration, Undergraduate level, 15 University Credits Points (UPC) or ECTS‐cr) Authors: Gröndahl, Elias. Lantz, Mikael. Ramquist, Linnéa. Advisor: Annette Cerne Key words: consumer attitudes, sustainability, communication, fast fashion, legitimacy Research question: How do swedish consumers interpret the environmental sustainability communication of the fast fashion industry? What is crucial for it to be perceived positively? Purpose: To study consumer interpretation of communication in the fast fashion market to examine companies prerequisites for selling more sustainable products. Methodology: The study is based on a qualitative method with focus on gathering core insights about consumer attitudes. The processed data is primary and consists of 12 semi-structured interviews. Theoretical perspectives: CSR, perception, selective processes, legitimacy theory Result: The empirical result consists of the collected interview material from 6 women and 6 men aged 23-70 years of age, from scattered geographical areas. Conclusions: Consumers are skeptical of fast fashion companies' environmental communication but stay positively to the real actions. It was crucial for the consumers that the communication was perceived as credible. The message's credibility is determined by a number of factors such as history, image, size and psychological factors. In addition, there is an underlying belief that the sustainability actions and communication that the fast fashion industry feature today will play a significant part in shaping the future of the fast fashion industry