Analýza spotřebitelského chování na trhu s udržitelnou módou

Abstract

This thesis deals with the analysis of consumer behavior in the sustainable fashion market. For the research, primary data was collected by questionnaire survey, which was conducted online, and total of. 161 respondents participated in the research. The results showed that consumers are aware of the impacts of the fashion industry, but are unwilling to take steps towards sustainability. Among the identified reasons for refusing to live in the spirit of sustainability are lack of interest, unavailability of sustainable alternatives, high cost or ignorance of the topic. The reasons for rejecting the purchase of second-hand clothes were also investigated. For the consumer, this clothing is unsanitary and of poor quality. In addition to the already mentioned, the work is focused on general shopping habits and post-purchase behavior including the reasons and ways of getting rid of clothes. Finally, recommendations are offered for retailers of sustainable fashion and for second-hand stores which are intending to spread awareness of sustainability and expand their own reach.