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Mémoire
Bachelor thesis

Sustainability and fashion : are students from the Haute École de Gestion willing to change their consumer behavior toward fast fashion ?

    2020

64 p.

Mémoire de bachelor: Haute école de gestion de Genève, 2020

English Today, millennials and generation Z represent the two largest generations in the world and have the most important buying power. In a time when sustainability and climate change are strongly mediatized, understanding how those two generations perceive and consume items derived from the fashion industry, the second most polluting industry in the world, is essential. Composed mostly of millennials and gen Z, students from the Haute École de Gestion are true representatives of those generations. Thus, by studying their purchase behavior, it is possible to have a better understanding of their position concerning fast fashion and environmental issues. The main objective of this Bachelor Project is to determine whether students of the HEG are willing to change their current consumer behavior and adopt sustainable alternatives to fast fashion. If so, the second objective of the report is to recommend sustainable alternatives that suit their desires and needs for clothing. By comparing previous researches to primary data obtained, it has been possible to identify variations between the consumer behavior of the students of the HEG and the Millennials and Gen Z depicted by searchers. If researches indicate that the two generations are sensitive to environmental issues and aware of the impact of fashion on the environment, the population studied shows a lack of knowledge regarding this matter. Furthermore, even though students do consider sustainability as an important issue, they do not include sustainable reflections in their purchase decisions. For that, and based on results obtained, a potential conflict between ethical choices and purchase decisions can be suggested. The students depicted in this research are not frequent buyers nor heavy spenders, they accord great importance to the quality and the price of garments and demonstrate a willingness to explore sustainable clothing alternatives, with a predilection for upcycled and recycled clothes, and second-hand clothes. Consequently, this research advises easing access to such items, by increasing their presence in locations where students frequently purchase apparel. Findings in the report also point out students’ lack of knowledge regarding environmental consequences resulting from the fashion industry. This gap is unfavorable to foster sustainable consumer behavior. Thus, this project also suggests raising awareness about this matter.
Language
  • English
Classification
Economics
Notes
  • Haute école de gestion Genève
  • International Business Management
  • hesso:hegge
License
License undefined
Identifiers
  • RERO DOC 329853
Persistent URL
https://sonar.ch/hesso/documents/315140
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