Identifikace postojů spotřebitelů k etickým dopadům fast fashion

Abstract

The thesis deals with the identification of consumer attitudes towards the ethical impact of fast fashion. This phenomenon, characterised by its low prices, rapid change of collections and mass production, is associated with a range of ethical and environmental problems, from the exploitation of workers to environmental pollution. The aim of this thesis was to find out what awareness consumers have of these issues and to what extent these aspects influence their purchasing behaviour. The research part was conducted through a quantitative questionnaire survey. The results show that the environmental impacts of the fashion industry are perceived most intensely by consumers, while awareness of issues such as supply chain transparency is significantly lower. Furthermore, demographic factors, in particular age, education and income level, are shown to significantly influence the willingness to invest in more sustainable alternatives. Based on the analysis, consumer segmentation was developed and recommendations were proposed to communicate more effectively and encourage more sustainable purchasing behaviour.