Analýza spotřebitelského vnímání environmentální problematiky na oděvním trhu

Abstract

The main goal of this diploma thesis was to examine the consumer perception of environmental issues on the clothing market. The theoretical basis of consumer perception is described, including the perception process, the clothing market, its issues and environmental impacts. The practical part is devoted to quantitative research, which was conducted using a questionnaire and analyzed using IBM SPSS Statistics 28 and Microsoft Excel. The results indicate a growing interest from consumers in some aspects of environmentalism in the context of the clothing market. Certifications taking into account ecological processes in the production of clothing were found to be not very well known. However, for consumers who are familiar with them, they are an important aspect when choosing clothes. Interest in the environmental impact of the clothing industry is not linked to the frequency of purchases, although this factor seems to be important given the problem of consumption (especially of poor quality) clothing. It is usual for consumers to dispose of clothing in an environmental-friendly way. When choosing clothes, they prefer shopping in stone branches and over the internet. Consumers are very negative about misleading advertising (greenwashing) and those attitudes are influenced by their education. Price was identified as the most important factor. Specifically, as part of the willingness to pay extra for greener fashion, especially in the case of quality material. At the same time, a partial interest in discount events was found. Consumers have identified inspiration, influencers and other celebrities as unimportant aspects.