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Πλοήγηση Μεταπτυχιακές Εργασίες ανά Συγγραφέα "Baldoka, Stiliani"

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  • Μικρογραφία εικόνας
    Τεκμήριο
    The impact of sustainable fashion movement on consumer behaviour: the determinants of clothing buying and disposal behaviour
    (2021) Baldoka, Stiliani; Athens University of Economics and Business, Department of Marketing and Communication; Skarmeas, Dionysios; Thanos, Ioannis; Karantinou, Kalipso
    Over the years, the production, consumption and non-eco-friendly disposal of fast fashion clothing, in particular, has serious negative impacts on the environment and human rights protection. However, more and more consumers and fashion brands embrace the sustainable fashion movement, which proposes alternative, eco-friendly ways of clothing production and disposal, like recycling. Sustainable fashion’s main goals are the reduction of pollution in ecosystems and the support of fashion workers’ rights around the world. This research aims to examine the impact of sustainable fashion movement awareness, as well as of sustainability at an aggregate level, on consumer clothing buying and disposal behaviours. Additionally, the relationship between the consumers’ personal characteristics and behaviours mentioned above is also investigated. Finally, consumer fashion attitudes towards clothing buying and disposal behaviours are also part of the study. For the purpose of the research, a quantitative approach was followed by distributing a 30-item questionnaire to 584 participants. The results showed that consumers who are aware of sustainability and the sustainable fashion movement, consider the negative environmental and human rights effects of clothing production and consumption when they make clothing purchases, and move to sustainable ways of clothing disposal. Also, sustainable fashion buyers are mostly women, young people and people with a low monthly individual income. Furthermore, both sustainable and fast fashion consumers desire to be well-dressed, are aware of fashion trends and prefer their clothing to be unique. However, consumers of sustainable fashion think about the negative effects on the environment and human rights when they buy clothing, and move to alternative, eco-friendly ways of clothing disposal, whilst fast fashion consumers do not endorse this point of view.