publication . Master thesis . 2016

Is green the new black? : the impact of sustainability on brand : Conscious fashion, a case study on H&M

Ehrsam, Melanie Michelle;
Open Access English
  • Published: 01 Jan 2016
  • Country: Portugal
Abstract
The fast-fashion industry has been criticized along the years for its lack of environmental and social ethics. In this frame we find H&M, the world’s second largest fashion retailer. The Swedish fast-fashion retailer has set its goal towards making fashion sustainable and has launched in 2011 its sustainable clothing line “Conscious”. The present dissertation aims to discover the potential of sustainable fashion in changing consumers’ attitude towards the brand. For this matter, literature concerning important theories about sustainability, consumer reaction towards sustainable products, sustainable marketing and brand attitude will be discussed. This literature...
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free text keywords: Sustainability, Sustainable fashion, Fast-fashion, Brand attitude, H&M, “Conscious” by H&M, Sustentabilidade, Moda sustentável, Atitude face à marca, :Ciências Sociais::Economia e Gestão [Domínio/Área Científica]
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