"IS GREEN IN FASHION?" ANALYSING THE STRATEGIC COMMUNICATION OF FASHION BRANDS AND THE ATTITUDES OF GENERATION Z CONSUMERS TOWARDS ENVIRONMENTAL ISSUES IN THE FASHION INDUSTRY
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F00216208%3A11230%2F21%3A10439376" target="_blank" >RIV/00216208:11230/21:10439376 - isvavai.cz</a>
Result on the web
<a href="https://doi.org/10.32008/NORDSCI2021/B2/V4/03" target="_blank" >https://doi.org/10.32008/NORDSCI2021/B2/V4/03</a>
DOI - Digital Object Identifier
<a href="http://dx.doi.org/10.32008/NORDSCI2021/B2/V4/03" target="_blank" >10.32008/NORDSCI2021/B2/V4/03</a>
Alternative languages
Result language
angličtina
Original language name
"IS GREEN IN FASHION?" ANALYSING THE STRATEGIC COMMUNICATION OF FASHION BRANDS AND THE ATTITUDES OF GENERATION Z CONSUMERS TOWARDS ENVIRONMENTAL ISSUES IN THE FASHION INDUSTRY
Original language description
This paper deals with "green fashion" in marketing. Young people are interested in eco production and are seeking "eco" brands, at least that's how they declare it. Fashion brands want to fulfil the wishes of their customers. But there is still one question: are companies' promises and statements true or is it only marketing and greenwashing? We have tested their sustainability reports and statements here involves. The main goal of the paper is to evaluate whether the environmental discourse is having an effect on young consumers (young people from generation Z) and whether they behave ecologically or not. Additionally, we are interested in getting to know the customers' attitudes towards "green fashion". This study involves two analyses (both critical discourse analysis): (1) the environmental discourse of leading European fashion brands and (2) interviews with young consumers on their attitudes to, and buying behaviour of, fashion. Additionally, there also are implications for the fashion industry.
Czech name
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Czech description
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Classification
Type
D - Article in proceedings
CEP classification
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OECD FORD branch
50802 - Media and socio-cultural communication
Result continuities
Project
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Continuities
I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace
Others
Publication year
2021
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Data specific for result type
Article name in the collection
NORDSCI Conference proceedings 2021, Book 2
ISBN
978-619-7495-14-0
ISSN
2603-4107
e-ISSN
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Number of pages
13
Pages from-to
35-47
Publisher name
SAIMA CONSULT LTD
Place of publication
Sofia
Event location
on-line
Event date
Oct 11, 2021
Type of event by nationality
WRD - Celosvětová akce
UT code for WoS article
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