Identifikace postojů spotřebitelů k rychlé módě z recyklovaných materiálů

Abstract

This diploma thesis deals with the identification of consumer attitudes towards fast fashion made from recycled materials. The main purpose of the thesis was to find out what are consumer attitudes towards fashion offered by large clothing retailers (fast fashion) made from recycled materials. The work consists of two parts – theoretical and practical. In the theoretical part of the thesis there are described foundations of consumer behaviour and consumer attitudes. There is also characterized the market for fast fashion made from recycled materials. The practical part includes the analysis of research results. The data were obtained using an online questionnaire survey and were processed in the IBM SPSS Statistics program. Based on the processed research results, specific proposals and recommendations for deepening confidence in the benefits of recycled fashion and for increasing awareness of the offer of clothes from recycled fashion in fast fashion stores were presented.