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Greenwashing in the Fashion Industry - The Flipside of the Sustainability Trend from the Perspective of Generation Z

Author: Sarah Linckens

Publisher: BoD – Books on Demand

Published: 2024-03-26

Total Pages: 48

ISBN-13: 3759715680

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The sustainability trend of recent years is reflected in society's growing environmental awareness and the increasing promotion of green products and services in the market. The flip side is that most advertisements and green branding originate from companies that still have a negative impact on the environment. Therefore, it is necessary to understand how greenwashing marketing campaigns are perceived despite increasing environmental awareness in society. This study answers how greenwashing is perceived, whether the perception differs depending on the degree of environmental consciousness, and which effects the perception has. In order to answer these questions, a qualitative study via expert interviews with participants belonging to Gen Z has been conducted, making specific reference to the "Conscious Spring" greenwashing campaign by H&M. The qualitative content analysis showed that the majority of participants recognized greenwashing through misleading word choice and contradictory actions that are advertised in the campaign. Nevertheless, there were also interviewees who were misled by the campaign. The campaign had an effect on the participants' attitudes towards the brand, both on their feelings and beliefs about the brand, as well as on their behavioral intentions. The findings are largely used to understand the advertising impact of greenwashing, but they will also be helpful for sustainable clothing companies in creating green campaigns or for NGOs working to combat greenwashing and educate consumers.

Book Synopsis Greenwashing in the Fashion Industry - The Flipside of the Sustainability Trend from the Perspective of Generation Z by : Sarah Linckens

Download or read book Greenwashing in the Fashion Industry - The Flipside of the Sustainability Trend from the Perspective of Generation Z written by Sarah Linckens and published by BoD – Books on Demand. This book was released on 2024-03-26 with total page 48 pages. Available in PDF, EPUB and Kindle. Book excerpt: The sustainability trend of recent years is reflected in society's growing environmental awareness and the increasing promotion of green products and services in the market. The flip side is that most advertisements and green branding originate from companies that still have a negative impact on the environment. Therefore, it is necessary to understand how greenwashing marketing campaigns are perceived despite increasing environmental awareness in society. This study answers how greenwashing is perceived, whether the perception differs depending on the degree of environmental consciousness, and which effects the perception has. In order to answer these questions, a qualitative study via expert interviews with participants belonging to Gen Z has been conducted, making specific reference to the "Conscious Spring" greenwashing campaign by H&M. The qualitative content analysis showed that the majority of participants recognized greenwashing through misleading word choice and contradictory actions that are advertised in the campaign. Nevertheless, there were also interviewees who were misled by the campaign. The campaign had an effect on the participants' attitudes towards the brand, both on their feelings and beliefs about the brand, as well as on their behavioral intentions. The findings are largely used to understand the advertising impact of greenwashing, but they will also be helpful for sustainable clothing companies in creating green campaigns or for NGOs working to combat greenwashing and educate consumers.

Greenwashing in the Fashion Industry - The Flipside of the Sustainability Trend from the Perspective of Generation Z

Author: Sarah Linckens

Publisher: BoD – Books on Demand

Published: 2024-02-29

Total Pages: 48

ISBN-13: 3758372593

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The sustainability trend of recent years is reflected in society's growing environmental awareness and the increasing promotion of green products and services in the market. The flip side is that most advertisements and green branding originate from companies that still have a negative impact on the environment. Therefore, it is necessary to understand how greenwashing marketing campaigns are perceived despite increasing en-vironmental awareness in society. This study answers how greenwashing is perceived, whether the perception differs depending on the degree of environmental consciousness, and which effects the percep-tion has. In order to answer these questions, a qualitative study via expert interviews with participants belonging to Gen Z has been conducted, making specific reference to the "Conscious Spring" greenwashing campaign by H&M. The qualitative content analysis showed that the majority of participants recognized greenwashing through misleading word choice and contradictory actions that are advertised in the campaign. Nevertheless, there were also interviewees who were misled by the campaign. The campaign had an effect on the participants' attitudes towards the brand, both on their feelings and beliefs about the brand, as well as on their behavioral intentions. The findings are largely used to understand the advertising impact of greenwashing, but they will also be helpful for sustainable clothing companies in creating green campaigns or for NGOs working to combat greenwashing and educate consumers.

Book Synopsis Greenwashing in the Fashion Industry - The Flipside of the Sustainability Trend from the Perspective of Generation Z by : Sarah Linckens

Download or read book Greenwashing in the Fashion Industry - The Flipside of the Sustainability Trend from the Perspective of Generation Z written by Sarah Linckens and published by BoD – Books on Demand. This book was released on 2024-02-29 with total page 48 pages. Available in PDF, EPUB and Kindle. Book excerpt: The sustainability trend of recent years is reflected in society's growing environmental awareness and the increasing promotion of green products and services in the market. The flip side is that most advertisements and green branding originate from companies that still have a negative impact on the environment. Therefore, it is necessary to understand how greenwashing marketing campaigns are perceived despite increasing en-vironmental awareness in society. This study answers how greenwashing is perceived, whether the perception differs depending on the degree of environmental consciousness, and which effects the percep-tion has. In order to answer these questions, a qualitative study via expert interviews with participants belonging to Gen Z has been conducted, making specific reference to the "Conscious Spring" greenwashing campaign by H&M. The qualitative content analysis showed that the majority of participants recognized greenwashing through misleading word choice and contradictory actions that are advertised in the campaign. Nevertheless, there were also interviewees who were misled by the campaign. The campaign had an effect on the participants' attitudes towards the brand, both on their feelings and beliefs about the brand, as well as on their behavioral intentions. The findings are largely used to understand the advertising impact of greenwashing, but they will also be helpful for sustainable clothing companies in creating green campaigns or for NGOs working to combat greenwashing and educate consumers.

The Nutri-Score in the German Perception

Author: Yvette Skretkowicz

Publisher: BoD – Books on Demand

Published: 2024-06-17

Total Pages: 34

ISBN-13: 3759745954

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The Nutri-Score is currently used in 7 countries in the EU and is part of the German re-duction and innovation strategy to combat non-communicable diseases related to un-healthy eating. The Nutri-Score is intended to inform consumers and serves as a guide when buying packaged food. The aim of this study is to investigate the significance, benefits, function and credibility of the Nutri-Score in Germany from the perspective of nutrition experts, business representatives from food companies, packaging experts and general consumers. A qualitative method was selected for the evaluation and a survey was conducted with the help of expert interviews with 23 industry experts on their personal opinion of the Nutri-Score. The qualitative method allowed the research questions to be considered from the per-spective of different experts and two-sided responses showed that the answers varied depending on the professional background of the experts. In summary, it can be said that the Nutri-Score can be used as a guide for the average consumer, but there are still some suggestions for improvement, such as the consideration of additional ingre-dients, the controlling of the label and a fundamental holistic nutritional education.

Book Synopsis The Nutri-Score in the German Perception by : Yvette Skretkowicz

Download or read book The Nutri-Score in the German Perception written by Yvette Skretkowicz and published by BoD – Books on Demand. This book was released on 2024-06-17 with total page 34 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Nutri-Score is currently used in 7 countries in the EU and is part of the German re-duction and innovation strategy to combat non-communicable diseases related to un-healthy eating. The Nutri-Score is intended to inform consumers and serves as a guide when buying packaged food. The aim of this study is to investigate the significance, benefits, function and credibility of the Nutri-Score in Germany from the perspective of nutrition experts, business representatives from food companies, packaging experts and general consumers. A qualitative method was selected for the evaluation and a survey was conducted with the help of expert interviews with 23 industry experts on their personal opinion of the Nutri-Score. The qualitative method allowed the research questions to be considered from the per-spective of different experts and two-sided responses showed that the answers varied depending on the professional background of the experts. In summary, it can be said that the Nutri-Score can be used as a guide for the average consumer, but there are still some suggestions for improvement, such as the consideration of additional ingre-dients, the controlling of the label and a fundamental holistic nutritional education.

Gen Z and Fast Fashion Industry

Author: Kim Seidel

Publisher:

Published: 2024

Total Pages: 0

ISBN-13:

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Book Synopsis Gen Z and Fast Fashion Industry by : Kim Seidel

Download or read book Gen Z and Fast Fashion Industry written by Kim Seidel and published by . This book was released on 2024 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Eco-Friendly and Fair

Author: Mark Heuer

Publisher: Routledge

Published: 2018-05-11

Total Pages: 226

ISBN-13: 1351058339

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The make-take-waste paradigm of fast fashion explains much of the producer and consumer behavior patterns towards fast fashion. The evolution from a two-season fashion calendar to fast fashion, characterized by rapid product cycles from retailers and impulse buying by consumers, presents new challenges to the environment, workplace and labour practices. This book provides a comprehensive overview of new insights into consumer behaviour mechanisms in order to shift practices toward sustainable fashion and to minimize the negative impacts of fast fashion on the environment and society. Concepts and techniques are presented that could overcome the formidable economic drivers of fast fashion and lead toward a future of sustainable fashion. While the need for change in the fashion industry post-Rana Plaza could not be more obvious, alternative and more sustainable consumption models have been under-investigated. The paucity of such research extends to highly consumptive consumer behaviours regarding fast fashion (i.e. impulse buying and throwaways) and the related impediments these behaviours pose for sustainable fashion. Written by leading researchers in the field of sustainable fashion and supported by the Textile Institute, this book evaluates fashion trends, what factors have led to new trends and how the factors supporting fast fashion differ from those of the past. It explores the economic drivers of fast fashion and what social, environmental and political factors should be maintained, and business approaches adopted, in order for fast fashion to be a sustainable model. In particular, it provides consumer behaviour concepts that can be utilized at the retail level to support sustainable fashion.

Book Synopsis Eco-Friendly and Fair by : Mark Heuer

Download or read book Eco-Friendly and Fair written by Mark Heuer and published by Routledge. This book was released on 2018-05-11 with total page 226 pages. Available in PDF, EPUB and Kindle. Book excerpt: The make-take-waste paradigm of fast fashion explains much of the producer and consumer behavior patterns towards fast fashion. The evolution from a two-season fashion calendar to fast fashion, characterized by rapid product cycles from retailers and impulse buying by consumers, presents new challenges to the environment, workplace and labour practices. This book provides a comprehensive overview of new insights into consumer behaviour mechanisms in order to shift practices toward sustainable fashion and to minimize the negative impacts of fast fashion on the environment and society. Concepts and techniques are presented that could overcome the formidable economic drivers of fast fashion and lead toward a future of sustainable fashion. While the need for change in the fashion industry post-Rana Plaza could not be more obvious, alternative and more sustainable consumption models have been under-investigated. The paucity of such research extends to highly consumptive consumer behaviours regarding fast fashion (i.e. impulse buying and throwaways) and the related impediments these behaviours pose for sustainable fashion. Written by leading researchers in the field of sustainable fashion and supported by the Textile Institute, this book evaluates fashion trends, what factors have led to new trends and how the factors supporting fast fashion differ from those of the past. It explores the economic drivers of fast fashion and what social, environmental and political factors should be maintained, and business approaches adopted, in order for fast fashion to be a sustainable model. In particular, it provides consumer behaviour concepts that can be utilized at the retail level to support sustainable fashion.

Sustainability Challenges in the Fashion Industry

Author: Miguel Ángel Gardetti

Publisher: Springer Nature

Published: 2023-06-10

Total Pages: 318

ISBN-13: 9819903491

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Fashion, and the growth of fashion, are presented as the manifestation of a process of civilization, within a capitalist culture (capital understood as material possessions) that has become global and imperialist, of which - in an economic sense - the industry (or the fashion system?) functions as one of its main instruments of exploitation. And with respect to design, Arturo Escobar said: "Can design detach itself from its roots in modernist practices of unsustainability and defuturization and reorient itself towards other commitments, practices, narratives and ontological enactions? Moreover, can design be part of the toolkit for the transition to the pluriverze (i.e. a world in which many worlds can fit)?" This book presents the importance of cultural sustainability in the textiles and fashion industry, decolonizing fashion system and promotes the design for transitions.

Book Synopsis Sustainability Challenges in the Fashion Industry by : Miguel Ángel Gardetti

Download or read book Sustainability Challenges in the Fashion Industry written by Miguel Ángel Gardetti and published by Springer Nature. This book was released on 2023-06-10 with total page 318 pages. Available in PDF, EPUB and Kindle. Book excerpt: Fashion, and the growth of fashion, are presented as the manifestation of a process of civilization, within a capitalist culture (capital understood as material possessions) that has become global and imperialist, of which - in an economic sense - the industry (or the fashion system?) functions as one of its main instruments of exploitation. And with respect to design, Arturo Escobar said: "Can design detach itself from its roots in modernist practices of unsustainability and defuturization and reorient itself towards other commitments, practices, narratives and ontological enactions? Moreover, can design be part of the toolkit for the transition to the pluriverze (i.e. a world in which many worlds can fit)?" This book presents the importance of cultural sustainability in the textiles and fashion industry, decolonizing fashion system and promotes the design for transitions.

Sustainable strategies in the fashion industry. Sustainability and the brand Zara

Author: Ahmet Fejzulahi

Publisher: GRIN Verlag

Published: 2020-01-16

Total Pages: 16

ISBN-13: 3346098095

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Seminar paper from the year 2020 in the subject Business economics - Business Management, Corporate Governance, grade: 2,3, EBC University Düsseldorf, course: Strategic Management, language: English, abstract: To what extent can corporate success in the fast-moving fashion industry be sustainably optimised and secured in the long term? In order to get to the bottom of this question, data and facts from leading companies as well as studies of various modern media platforms were listed and analysed, with a focus on the probably largest platform, the Internet. In order to illustrate these aspects concretely, this article refers to the example of the Spanish fashion brand Zara. The result makes it clear that there are companies or designers who follow or strictly counteract the concept of sustainability with the help of various sustainability strategies. The aim is to demonstrate a conscious and sustainable fashion production process and to appeal to the moral responsibility of fashion companies in view of the worldly scarcity of resources. The consumption of limitless fashion has become an integral part of global society. Prescribed garments in the early modern period of the Middle Ages are today only history. Accordingly, people of all kinds identify globally with fashionable clothing. What can be worn in Japan today can be worn in England or Italy at the same time. But this was not always the case. Trade and communication have al-ways been subject to political aspects. Due to the current networking of all countries, the exchange of information or goods on an international level is part of everyday life. Globalisation is the increasing interstate dependence in all areas of human life. This applies not only to the economy, but also to culture and politics. One particular industry is the fashion industry, which is in constant conflict with itself. Globalisation and sustainability are two terms that are always in focus in the fashion world. When we talk about sustainability in fashion, a fundamental distinction must be made between whether it is influenced by design and consumers or whether it is related to the ecological balance.

Book Synopsis Sustainable strategies in the fashion industry. Sustainability and the brand Zara by : Ahmet Fejzulahi

Download or read book Sustainable strategies in the fashion industry. Sustainability and the brand Zara written by Ahmet Fejzulahi and published by GRIN Verlag. This book was released on 2020-01-16 with total page 16 pages. Available in PDF, EPUB and Kindle. Book excerpt: Seminar paper from the year 2020 in the subject Business economics - Business Management, Corporate Governance, grade: 2,3, EBC University Düsseldorf, course: Strategic Management, language: English, abstract: To what extent can corporate success in the fast-moving fashion industry be sustainably optimised and secured in the long term? In order to get to the bottom of this question, data and facts from leading companies as well as studies of various modern media platforms were listed and analysed, with a focus on the probably largest platform, the Internet. In order to illustrate these aspects concretely, this article refers to the example of the Spanish fashion brand Zara. The result makes it clear that there are companies or designers who follow or strictly counteract the concept of sustainability with the help of various sustainability strategies. The aim is to demonstrate a conscious and sustainable fashion production process and to appeal to the moral responsibility of fashion companies in view of the worldly scarcity of resources. The consumption of limitless fashion has become an integral part of global society. Prescribed garments in the early modern period of the Middle Ages are today only history. Accordingly, people of all kinds identify globally with fashionable clothing. What can be worn in Japan today can be worn in England or Italy at the same time. But this was not always the case. Trade and communication have al-ways been subject to political aspects. Due to the current networking of all countries, the exchange of information or goods on an international level is part of everyday life. Globalisation is the increasing interstate dependence in all areas of human life. This applies not only to the economy, but also to culture and politics. One particular industry is the fashion industry, which is in constant conflict with itself. Globalisation and sustainability are two terms that are always in focus in the fashion world. When we talk about sustainability in fashion, a fundamental distinction must be made between whether it is influenced by design and consumers or whether it is related to the ecological balance.

The Influences of Attitude Toward Responsible Fashion Consumption and Environmental Concern on Gen Z's CSR-driven Fashion Brand Choice Intention

Author: Henrik Vogel

Publisher:

Published: 2023

Total Pages: 0

ISBN-13:

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The fashion industry is considered one of the most relevant industries worldwide. At the same time, however, it is repeatedly accused of irresponsible behavior toward the environment and society. For fashion brands who identify Generation Z as an attractive customer target group, the increasing consumer sensitivity for environmental protection and corporate social responsibility (CSR) could offer promising potential for differentiation. Although this assumption is frequently cited, there has been surprisingly little research to date. In a quantitative-empirical study among n = 157 members of Generation Z in Germany, the impact, a) attitude toward responsible fashion consumption and b) environmental concern were analyzed. The results show that both, attitudes towards responsible fashion consumption and environmental concern have a positive effect on the intention to buy clothes from CSR-driven fashion brands. Furthermore, environmental concern has a reinforcing effect on the attitude-intention relationship. Recommendations for managerial practice and ideas for possible future research are derived from the results. The work is intended to contribute to a deeper understanding of the responsible fashion consumption behavior of Generation Z in Germany.

Book Synopsis The Influences of Attitude Toward Responsible Fashion Consumption and Environmental Concern on Gen Z's CSR-driven Fashion Brand Choice Intention by : Henrik Vogel

Download or read book The Influences of Attitude Toward Responsible Fashion Consumption and Environmental Concern on Gen Z's CSR-driven Fashion Brand Choice Intention written by Henrik Vogel and published by . This book was released on 2023 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: The fashion industry is considered one of the most relevant industries worldwide. At the same time, however, it is repeatedly accused of irresponsible behavior toward the environment and society. For fashion brands who identify Generation Z as an attractive customer target group, the increasing consumer sensitivity for environmental protection and corporate social responsibility (CSR) could offer promising potential for differentiation. Although this assumption is frequently cited, there has been surprisingly little research to date. In a quantitative-empirical study among n = 157 members of Generation Z in Germany, the impact, a) attitude toward responsible fashion consumption and b) environmental concern were analyzed. The results show that both, attitudes towards responsible fashion consumption and environmental concern have a positive effect on the intention to buy clothes from CSR-driven fashion brands. Furthermore, environmental concern has a reinforcing effect on the attitude-intention relationship. Recommendations for managerial practice and ideas for possible future research are derived from the results. The work is intended to contribute to a deeper understanding of the responsible fashion consumption behavior of Generation Z in Germany.