Analýza spotřebitelského chování na trhu udržitelné módy

Abstract

This thesis deals with consumer behavior in the sustainable fashion market. The aim was to find out whether consumers are inclined towards sustainable fashion or not. The evaluation took place on the basis of a questionnaire survey in which 100 respondents participated. The results show that although consumers are interested in sustainable fashion, in the final decision consumers lean towards fast fashion during the purchase. In the conclusion, suggestions are formulated on how to educate consumers to lean towards sustainability.