Konsumentattityder till miljömärkningar vid köp av kläder hos medlemmar av generationerna Y och Z

Sammanfattning: As a consequence from the negative impact on the envirionment and many consumers growing lack of confidence for fashion industry companies, increasing demand for transparency in sustainability has developed during the last years. This is stated by the generations Y and Z. Despite the increased awareness about transparency and sustainability, however it seems as most of these consumers have not changed their behavior when hey are buying clothes The reason for this might be a lack of clear labelling and marketing of sustainable alternatives.  The purpose of this thesis is to try to explore consumer's attitudes among members of the generations Y and Z towards labelling with focus on sustainability, and thereby if fashion companies could affect their sales in a positive way through clearer sustainability labelling.The research is made through a quantitative survey that measures attitudes from respondents born between the years 1980 to 2000 regarding transparency, sustainability and labelling within the fashion industry. The result of the study indicates that respondents that take a real interest in consuming in a sustainable way have good knowledge of diffrent sustainability labels. But many of the total number of respondenters have relatively poor knowledge about different kinds of sustainability labels. The majority of the respondents say that they think it would be interesting to know more about the products environmental effects. And the respondents also say that they feel satisfied when they buy clothes from brands that have a clear and visible sustainability labelling. The stimulating feeling of satisfaction is something that the companies could use to get a long time strengthening of the brand, och also wich could effect their sales in a positive way.  From the study can be said that it seems to exist a potential for fashion companies to reach positive sales effects if efforts was taken to present more clearly and easily understandable information about sustainability and if they had better sustainability labelling for clothes.