Analýza spotřebitelského chování na trhu s rychlou módou

Abstract

The bachelor's thesis analyzes of consumer behaviour in the fast fashion market, with the primary objective of identifying the key factors that influence consumers' purchasing decisions. The theoretical part deals with the characteristics of consumer behavior, the specifics of fast and slow fashion, the phenomenon of greenwashing and the role of fashion marketing. The practical part is based on an online questionnaire survey, the aim of which was to determine consumers' attitudes towards fast fashion, their level of awareness of environmental and social impacts and their willingness to prefer more sustainable alternatives. The results show that although most respondents are aware of the negative impacts of fast fashion, they still prioritize price and visual appeal over the product's origin or its‘ brand when making a purchase. The thesis also offers suggestions and recommendations for businesses supporting the principles of slow fashion and its‘ consumers and points out the possibilities of alternative forms of consumption.