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Mémoire
Bachelor thesis

How can digital technologies influence Swiss consumers’ purchasing behavior in the sustainable fashion industry ?

    2020

75 p.

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

English This research paper aims at understanding the effectiveness of digital technologies on Swiss consumers’ buying behavior in the sustainable fashion industry. It focuses on three main digital technologies: social media, mobile applications and e-commerce platforms. The theoretical background investigates sustainable fashion and reveals its complexity, mainly due to the lack of a universal definition leading to important barriers expressed by consumers. The literature review then demonstrates that digital technologies is increasingly used in the fashion industry and represent great opportunities for the sustainable fashion industry. The methodology used to collect data in this research paper was both quantitative and qualitative. An online survey was sent to 176 Swiss consumers to gather insights on three main areas: purchasing behavior in the fashion industry, perception and knowledge towards sustainable fashion and the effectiveness of digital technologies. Moreover, three in-depth interviews were conducted with Swiss eco-friendly clothing brands in order to gain insights from a professional point of view. Findings show that even though Swiss consumers tend to understand the meaning of sustainable fashion, there is an important lack of information and accessibility in the Swiss market, representing the main barriers preventing Swiss consumers from purchasing sustainable fashion. In terms of digital technologies, it was found that social media is the most efficient tool to raise a brand’s awareness, especially amongst young consumers. Furthermore, results demonstrate that a mobile application would be more effective to change consumers’ behavior than an e- commerce platform; however, digital technologies alone cannot significantly change consumers’ buying behavior. Based on the literature review and the findings, recommendations suggest that a mobile application integrated with gamification techniques would be the most efficient digital technology to encourage Swiss consumers towards sustainable consumption. It suggests a potential mobile application regrouping Swiss sustainable apparel brands with several gamification elements responding to current market needs. This thesis concludes by an overall conclusion of the research and provides insights for the future of this market as well as future research directions.
Language
  • English
Classification
Economics
Notes
  • Haute école de gestion Genève
  • International Business Management
  • hesso:hegge
License
License undefined
Identifiers
  • RERO DOC 329864
Persistent URL
https://sonar.ch/hesso/documents/314999
Statistics
Document views: 302 File downloads:
  • TBIBM_2020_PRESSET_Kenza.pdf: 371