Fast, green and conscious

Sammanfattning: In this study we have examined young consumers thoughts and opinions regarding how green marketing is used in the fast fashion industry. Previous studies in the topics of fast fashion shows that the concept is increasing at the same time as the demand for sustainable products are greater than ever before. Companies uses green marketing in order to meet the demand for sustainable products, but green marketing is often used in a wrong way and products are marketed as more green than they are. We wanted to see consumers understanding of green marketing campaigns from fast fashion companies and how they perceive "green" in messages. Also thoughts and opinions about sustainability strategies and green products have been discussed in order to meet our purpose to see how young consumers perceive green marketing in the fast fashion context? Our study is based on a qualitative research and two focus groups were used for the collecting of empirical data. A previous field study about consumers responsibility toward fast fashion has additionally has been used as both inspiration to the chosen topic and the results has been used for problem discussion and in the discussion chapter in this study. The theoretical framework contains of the parts fast fashion, consumer behaviour, sustainability, green marketing and green campaigns. All parts are chosen to its relevance to the issue and are discussed from a fashion perspective. Results from our study shows that young consumers in age of 20 to 30 years old don't perceive green marketing. The connection between fast fashion and green marketing is unclear and consumers don't relate fast fashion with sustainability. Young consumers low knowledge about green marketing and sustainability in the fast fashion context is a reason why they don't care about the environment when buying clothes. Our study further shows that consumers associates sustainable collections with limited assortments, unattractive and expensive products and therefore prefer other products. Finally this study shows that consumers want green marketing to communicate a clearer message to understand the advantages of buying green.