Stavovi potrošača o održivosti i aktivizmu u području brze mode

master's thesis

• Title (english): Consumer attitudes on sustainability and activism in the field of fast fashion
• Author: Viktoria Ivkić
• Mentor: Blaženka Knežević (mentor)
• Committee member: Sanda Soucie (predsjednik povjerenstva)
• Committee member: Dario Dunković (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Trade and International Business); Zagreb
• Defense date and country: 2023-06-26, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Trade and Tourism

Abstract

Multinacionalni lanci brze mode poput Zare, H&M-a, Stradivariusa i sličnih postale su glavna točka nabave za mlade potrošače koji prate trendove. Oni i mnogi drugi svaki mjesec isporučuju najnovije trendove i plasiraju tisuće komada najnovijih dizajna. Ipak, kako se odjeća prodaje po sve nižim cijenama i baca u stranu nakon jednog ili dva korištenja, brza moda predstavlja sve veći problem za okoliš u posljednjih nekoliko godina. Uzbuđenje korištenja nove odjeće brzo prolazi, a posebno među milenijalcima i pripadnicima generacije Z kojima je teško odoljeti porivu da se prepuste brzoj modi. Proizvođači se trude kreirati i plasirati nove trendove sve dok postoji potražnja koja je to spremna pratiti. Iako politika može utjecati u određenoj mjeri na prekomjernu proizvodnju, potrošači mogu još značajnije utjecati svojim potrošačkim ponašanjem. U radu će se istražiti na koji način se potrošači mogu aktivirati kako bi svojim doprinosom utjecali na mijenjanje ponašanja proizvođača, te će se isto tako prikazati i pozitivni primjeri poduzeća koja su već promijenila svoje poslovne modele. Primorani tržištem i potrošačima koji su počeli bojkotirati poduzeća koja ne prate održivi razvoj, mnoga poduzeća uvidjela su da se moraju promijeniti kako bi ostali konkurentni. Neki od modnih marki koji iako prate održive principe, i dalje se nalaze pri samom vrhu modne industrije su Jigsaw, Patagonia, Levi's, Stella McCartney i mnogi drugi.

Abstract (english)

Multinational fast fashin chains such as Zara, H&M, Stradivarius have become a staple for trend-following consumers. They and many others deliver the latest trends every month and release thousands of pieces of the latest designs. However, as clothes are sold at ever-lower prices and tossed aside after one or two uses, fast fashion has become a growing problem in recent years. The excitement of new clothes passes quickly, especially among millennials and Gen Zers who find it hard to resist the urge to indulge in fast fashion. Manufacturers create and market new trends as long as there is a demand that is ready to follow it. Although policies can influence overproduction to some extent, consumers can influence their consumption behavior. The paper will investigate how consumers can be activated in order to influence the changing behavior of producers with their contribution, and positive examples of companies that have already changed their business models will also be presented. Forced by the market and consumers who began to boycott companies that do not follow sustainable development, many companies saw that they had to change in order to remain competitive. Some of the brands that, although following sustainable principles, are still at the very top of the fashion industry are Jigsaw, Patagonia, Levi's, Stella McCartney and many others.

• Keywords: brza moda; potrošači; održivi razvoj; održiva potrošnja; aktivizam potrošača
• Keywords (english): fast fashion; consumers; sustainable development; sustainable consuption; consumer activism
• Language: croatian
• URN:NBN: urn:nbn:hr:148:430470
• Study programme: Title: Business Economics; Study programme type: university; Study level: integrated undergraduate and graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2023-07-04 14:37:07