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BT- Yolanda FRAZÃO.pdf
Bachelor thesis

Green brand extensions in fast fashion : the impact on generation Z consumers when buying clothing in Western Switzerland

SONAR|HES-SO

  • Genève : Haute école de gestion de Genève

77 p.

Bachelor of Science HES in International Business Management: Haute école de gestion de Genève, 2022

English Fast fashion is an Anglo-Saxon word that originated in the early 2000s. Its characteristics are low-priced products leading to high production and less development on the quality, encouraging the renewal of consumer's wardrobe as much as possible (Hall, 2017). It was estimated that in 2015, the manufacture of fashion resulted in 1,2 billion tons of carbon dioxide (CO2) emissions, accounting for up to 10% of total world CO2 emissions (Kell, 2018). As a result, various concepts offer an alternative to the fashion industry's unsustainable methods resulting from the fast-paced fashion cycle, such as slow fashion. (Cataldi et al., 2010). Moreover, some experts believe that direct exposure to climate change affects the environmental awareness and action of the youth. Moreover, Gen Z individuals are the most interested in incorporating sustainability into their activities (Petro, 2021). In addition, a trend in marketing and used by brands is the linkage of products and brands with environmental and social concerns (Anderson et al., 1972) (Kassarjian, 1971). The term "sustainable" or "green" branding refers to the process of creating an extension to a brand due to sustainability. These environmental linkages have a positive reciprocal influence and a favourable green image that can lead to a halo effect. However, in 2006, research on the benefits and drawbacks of brand expansions (Völckner & Sattler, 2006) suggested that over 80% of all brand extensions in many Fast-Moving Consumer Goods (FMCG) product categories fail. The excessive use of environmental claims has caused consumers to question the honesty and trustworthiness of companies' environmental values. (Karna et al., 2001). Moreover, according to research made by Kearney, there is a considerable gap in price disparity between sustainable products and what difference the general market would bear. Even if people want to purchase for the environment, many can't afford or don't want to spend so much more knowing that almost the same product is available but at a much lower price. This study aims to study the consumer behavior towards fast fashion green brand extensions in Western Switzerland. More precisely, if those brands have an impact or influence on Generation Z. To provide this information, current thinking about the subject has been summarized in the literature review. Moreover, a quantitative analysis has been done via an online survey to question consumers and understand how they react to fast fashion and those extensions. Additionally, interviews with retailers have been conducted to examine the evolution of consumer behavior and what feedback they receive and to propose recommendations.
Language
  • English
Classification
Economics
Notes
  • Haute école de gestion de Genève
  • International Business Management
  • hesso:hegge
Persistent URL
https://folia.unifr.ch/global/documents/321993
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