Eine Plattform für die Wissenschaft: Bauingenieurwesen, Architektur und Urbanistik
Eine Plattform für die Wissenschaft: Bauingenieurwesen, Architektur und Urbanistik
Analysis of Consumers' Attitudes Towards Sustainability Communication of H&M
With the growing trend of the manufacturing of sustainable products by the apparel brands, the eco-friendly consumers are becoming more interested in knowing the brands’ sustainability communication and their claims. This study has taken the Katz’s attitude functions theory as a framework to better understand the factors which can help in calculating the consumers’ attitudes towards the sustainability communication of H&M, the leading apparel brand of Sweden. This research paper used qualitative research method and have done the ‘focused group analyses’ to investigate the consumers attitude towards sustainability communication of H&M. Four focus groups interviews were conducted and then transcribed to generate themes to interpretate the results. Researcher utilized the Interpretative Phenomenological Analysis (IPA) approach as a qualitative research method, to explore the ‘lived experience’ of the research participants. Author then interpretated the results and found out that the consumers are aware from the H&M sustainability communication. Although most of them positively influenced from the brand’s sustainability, yet some of them have doubts on the sustainability claims of H&M.
Analysis of Consumers' Attitudes Towards Sustainability Communication of H&M
With the growing trend of the manufacturing of sustainable products by the apparel brands, the eco-friendly consumers are becoming more interested in knowing the brands’ sustainability communication and their claims. This study has taken the Katz’s attitude functions theory as a framework to better understand the factors which can help in calculating the consumers’ attitudes towards the sustainability communication of H&M, the leading apparel brand of Sweden. This research paper used qualitative research method and have done the ‘focused group analyses’ to investigate the consumers attitude towards sustainability communication of H&M. Four focus groups interviews were conducted and then transcribed to generate themes to interpretate the results. Researcher utilized the Interpretative Phenomenological Analysis (IPA) approach as a qualitative research method, to explore the ‘lived experience’ of the research participants. Author then interpretated the results and found out that the consumers are aware from the H&M sustainability communication. Although most of them positively influenced from the brand’s sustainability, yet some of them have doubts on the sustainability claims of H&M.
Analysis of Consumers' Attitudes Towards Sustainability Communication of H&M
Zaidi, Umar (Autor:in)
01.01.2021
Hochschulschrift
Elektronische Ressource
Englisch
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