Analýza postojů spotřebitelů k rychlé módě

Abstract

This bachelor thesis focuses on the analysis of consumer attitudes towards fast fashion in the context of the current emphasis on sustainability and responsible consumption. The main aim of the thesis is to identify consumer attitudes towards fast fashion. The partial objectives include identifying the factors influencing consumers’ purchasing decisions when buying clothing, determining the level of awareness of the environmental and social impacts of fast fashion, and analysing attitudes towards sustainability, including the willingness to reduce fast fashion consumption. The theoretical part addresses consumer behavior, the structure and functions of attitudes, and the characteristics of the fast fashion market, including its development, business model, and impacts. The empirical part is based on quantitative research conducted through a questionnaire survey. The analysis focuses on respondents’ purchasing behavior, factors influencing their decision-making, perception of fast fashion, and attitudes towards sustainability. Based on the findings, recommendations are formulated for both consumers and companies operating in the fashion industry with the aim of supporting more responsible consumer behavior and more effective communication of sustainable principles.