Identifikace postojů spotřebitelů k pomalé módě

Abstract

The goal of the thesis is to categorize consumers into groups based on preferences for different types of fashion. The research focuses on identifying the factors that are important to consumers when purchasing sustainable fashion and how consumer behavior varies among different generations and respondents with varying incomes. The first chapter addresses theoretical foundations, defining consumer behavior, factors influencing it, generations where consumer behavior differs, and concepts like green consumer behavior. The following chapter introduces some types of Slow fashion, certifications, and brands selling Slow fashion, concluding with an analysis of the macro-environment. This is followed by a description of the research methodology and its implementation. The results of the research are then presented. Finally, the thesis concludes with suggestions for improvements for fashion stores, consumers, and clothing disposal.