"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
Identifikátory výsledku
Kód výsledku v 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>
Výsledek na webu
<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>
Alternativní jazyky
Jazyk výsledku
angličtina
Název v původním jazyce
"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
Popis výsledku v původním jazyce
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.
Název v anglickém jazyce
"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
Popis výsledku anglicky
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.
Klasifikace
Druh
D - Stať ve sborníku
CEP obor
—
OECD FORD obor
50802 - Media and socio-cultural communication
Návaznosti výsledku
Projekt
—
Návaznosti
I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace
Ostatní
Rok uplatnění
2021
Kód důvěrnosti údajů
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Údaje specifické pro druh výsledku
Název statě ve sborníku
NORDSCI Conference proceedings 2021, Book 2
ISBN
978-619-7495-14-0
ISSN
2603-4107
e-ISSN
—
Počet stran výsledku
13
Strana od-do
35-47
Název nakladatele
SAIMA CONSULT LTD
Místo vydání
Sofia
Místo konání akce
on-line
Datum konání akce
11. 10. 2021
Typ akce podle státní příslušnosti
WRD - Celosvětová akce
Kód UT WoS článku
—