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This thesis analyzes how young female students aged 20–25 perceive influencer marketing communication on social media and its correlation with their impulsive purchases within the fast fashion industry. The study involves eight interviews to gain an understanding of these consumers' behavior during impulse purchases. Furthermore, it explores the marketing communication of influencers and the environmental awareness of the respondents. Previous research reveals a paradox between heightened environmental consciousness and increased consumption of fast fashion. Influencers, as influential actors in marketing communication, impact consumer behavior through authentic interactions and reviews, fostering an environment conducive to impulse buying, especially with time-limited offers and discounts. Despite the digital era's promotion of impulse buying, previous studies reveal a lack of detailed research on impulse purchases driven by influencers' marketing communication within the fast fashion realm. The results suggest that influencers play a central role in creating emotional connections that drive impulsive purchases. Despite respondents' general awareness of the industry's adverse environmental impact, sustainability aspects are seldom prioritized in impulse purchases based on influencers' communication. The conclusion is that influencers' marketing communication significantly impacts impulsive purchases among young female students, but sustainability is not emphasized enough to raise environmental awareness. There's potential for influencers to promote sustainability within fast fashion by integrating these aspects into their communication, fostering positive changes in consumers' impulse buying behavior.

The fashion industry is one of the largest industries in the world, a multibillion dollar industry on the manufacturing and selling of clothes. With the rise of social media and digitalization of fashion, meaning that brands are carrying over to digital means of showcasing their products like social media, fashion trends have never been more accessible to the general market than ever. However, the fashion trend cycle is decreasing which means trends are rapidly progressing, with the advent of micro trends, fast fashion and counterfeit products re purchased by consumers as an affordable alternative. With this, small businesses and companies that operated offline were faced with negative effects, rather than wanting to buy quality clothing, it seemed for many buyers, the idea was to buy for cheap and throw it away after a few wears. However, many brands are faced with infringement from fast fashion, as fast fashion brands and counterfeits tend to mock or copy their designs and infringe on another brand’s intellectual property rights (IPRs). On top of that, the environmental concerns is growing since the pandemic, an emphasis on the focus of climate change and how fast fashion contributes to greenhouse gases and emissions in the atmosphere, as well as bad labor practices and synthetic cheap textiles that pollute the world’s rivers. Brands are pushing for a sustainable agenda, but with fast fashion infringement constantly improving, the need for IPRs to be safeguarded is essential. This thesis aims to explore the challenges posed by fast fashion and e-commerce, between the challenges of IPRs that brands are faced with as well as the intersectionality that sustainability centers itself in. Where does intellectual property protection: trademark, copyright, design, or patent apply when questioning other e—commerce based fast fashion and regular fast fashion brands, practices on infringement while producing and selling their own products? And what is the criteria for sustai

Despite growing interest in sustainable communication, current research provides limited insights into how consumers perceive sustainable communication from fast fashion brands. Existing studies broadly address sustainable communication on social media but rarely focus on specific industries. White et al. (2017) noted that consumer reactions to CSR initiatives remain underexplored, particularly in the fashion sector. Our research aims to address this gap by investigating how consumers express their identities related to sustainability on social media, specifically in response to sustainability initiatives by fast fashion brands. Using qualitative methods, we seek to understand the nuances of authentic sustainable communication and consumer reactions. More specifically, we executed nethnography and thematic content analysis, leveraging Instagram posts from the fast fashion brands and Reddit forums related to our research topic. To analyze this data, we performed thematic content analysis. This study aims to enrich both academic research and industry practices by highlighting the significant role of language and communication in shaping consumer identities in the digital age. More specifically, this research paper aims to explore how consumers communicate and shape their identities related to sustainability on social media, focusing on their engagement with sustainability efforts by fast fashion brands. The fast fashion industry, known for its significant societal and environmental impact, was chosen due to its influence on consumer behavior and attitudes. Fast fashion brands, with their rapid production cycles and mass marketing, play a crucial role in shaping consumer perceptions. Economically, they create jobs, especially in developing countries, and contribute to the global economy. They also democratize fashion by making it accessible and affordable, influencing cultural norms and identities worldwide. However, the industry's environmental and ethical practices h

The world has been facing a growing crisis in textile waste due to global population growth and improved living conditions, combined with a decrease in the life cycles of textile products. Textile recycling is one of the key aspects for reducing the massive waste problem generated by the fashion and textile industries. Despite the need to develop textile waste recycling industries, acceptable practical interim measures still need to be taken. Textile waste can affect people’s lives economically and environmentally. Producing apparel from natural or synthetic origin can produce pollutants and waste at each stage. In this review article, the effects of the fashion and textile industry have been studied from economic and environmental perspectives. The available technologies and methods for waste recovery and recycling at each stage have been studied, and the uses of products after recycling have been systematically investigated. Despite all the progress made in the waste recycling processes of the fashion industry, many deficiencies and challenges still need to be addressed. Among the most critical challenges are the large scale of industries, the problems of collecting and classifying waste materials, and the presence of contaminants including blends and chemicals. There is also need for more awareness among consumers about the importance of fiber-to-fiber recycling processes, because to date the progress in this field is out of proportion to its necessity. Overall, this article is a valuable resource for anyone interested in understanding the current state of recycling and recovery in the textiles, garment, and fashion industries.

L’objectif de ce rapport est de présenter la problématique et la démarche ayant servi à la production d’une boîte à outils pour conscientiser les jeunes du premier cycle du secondaire aux enjeux environnementaux de la mode rapide. Cette boîte à outils a comme publics cibles les jeunes de 12 à 14 ans ainsi que le personnel enseignant côtoyant des institutions scolaires québécoises. En effet, les jeunes étant le groupe visé par les conséquences du dépassement des limites planétaires, en plus d’avoir l’avenir du Québec entre leurs mains, doivent être sensibilisés à cette réalité et préparés au futur. Les enjeux de la mode rapide sont ceux retenus, car ils touchent particulièrement les jeunes étant de grand consommateur de vêtements et s’insèrent facilement au programme de formation de l’école québécoise (PFEQ). Lors du développement de cette œuvre, des recherches ainsi qu’une analyse du PFEQ et des enjeux environnementaux de la mode rapide ont permis d’identifier leurs liens à travers les domaines, les compétences et les contenus de formation. Ces liens ont servi à identifier les domaines d’apprentissage visés, soit la culture et citoyenneté québécoise (CCQ), le français, la géographie et la science et technologie. Ces domaines abordent les enjeux de la surconsommation, des impacts environnementaux du secteur du textile, de la culture du coton, de l’exploitation des hydrocarbures, de la composition des textiles et de leur recyclage à travers une approche multidisciplinaire. En complément, la production des situations d’apprentissage et d’évaluation (SAÉ) des quatres domaines d’apprentissage ainsi que des diapositives du contenu des cours de géographie, et de science et technologie sont conçues et jointes à leurs plans de mise en œuvre pour accompagner le personnel enseignant dans la mise en pratique des cours. La contribution de conseillères pédagogiques (CP) ainsi que de professeurs et professeures est sollicitée pour fin de validation des livrables. Enfin, les SAÉ, l

This study addresses the imperative challenge encountered by Scapa, a Swedish textile company transitioning into sustainable fashion, regarding the differentiation of sustainable fashion from fast fashion. By synthesizing data analysis, literature discussion, and theoretical underpinnings, the study develops a comprehensive strategy tailored to Scapa's needs while benefiting consumers and the sustainable fashion industry. The research questions investigate the factors contributing to differentiation and propose effective communication strategies to facilitate consumer understanding. Recommendations encompass enhancing digital presence, transparent communication, educational initiatives, and collaborative partnerships. Focused on Swedish consumers, particularly Generation Z, the study provides targeted insights into future consumption patterns and sustainability efforts. While constrained by its focus on a specific demographic and nationality, the study offers valuable contributions to promoting environmental sustainability in the textile ecosystem.

I mitt projekt har jag utforskat, designat och reflekterat kring utvecklingen av ett hållbart klädvarumärke, Octeon. Genom tre delar – undersökande, kreativ och reflekterande – har jag strävat efter att skapa ett modekoncept som förenar hållbarhet och stil. Projektets undersökande del fokuserar på hur grafisk design kan påverka konsumenternas val mot mer hållbara kläder. Jag undersökte designfaktorer som färgval, mångsidighet, minimalism och kvalitetsmedvetenhet, och hur dessa påverkar varumärkesidentitet och köpbeslut. Resultaten visade att konsumenter söker kläder som är hållbara, av hög kvalitet och kan integreras i deras befintliga garderob. Den kreativa delen av projektet beskriver utvecklingen av Octeon, ett innovativt varumärke med fokus på anpassningsbara kläder. Inspirerad av naturens anpassningsförmåga, som kameleontens och bläckfiskens, designade jag kläder med utbytbara delar. Dessa kläder kan förändras över tid, vilket minskar miljöpåverkan och motverkar överkonsumtion. Jag använde designworkshops och användarstudier för att säkerställa att produkterna inte bara är hållbara utan också möter konsumenternas behov och preferenser. Varumärkets visuella identitet, med nyanser av grönt och en minimalistisk design, kommunicerar dess kärnvärden av hållbarhet, exklusivitet och innovation. I den reflekterande delen ser jag tillbaka på processen att skapa en utställning och en pitch för att presentera Octeon. Utställningen framhävde designens potential snarare än själva plaggen, medan pitchen syftade till att inspirera medvetna konsumenter att göra hållbara val. Jag inkluderade också prototyper av tilläggsprodukter som väskor och vattenflaskor, för att illustrera hur Octeons koncept kan utvecklas vidare. Internetpubliceringen bidrog till att sprida varumärkets vision och värderingar. Genom hela projektet har jag strävat efter att visa hur grafisk design kan vara ett kraftfullt verktyg för att förändra konsumtionsmönster och främja hållbarhet inom modeindustrin, In my project, I have explored, designed, and reflected on the development of a sustainable clothing brand, Octeon. Through three parts – exploratory, creative, and reflective – I have aimed to create a fashion concept that combines sustainability and style. The exploratory part of the project focuses on how graphic design can influence consumers' choices towards more sustainable clothing. I examined design factors such as color selection, versatility, minimalism, and quality awareness, and how these affect brand identity and purchasing decisions. The results showed that consumers seek clothing that is sustainable, high-quality, and can be integrated into their existing wardrobe. The creative part of the project describes the development of Octeon, an innovative brand focused on adaptable clothing. Inspired by nature's adaptability, such as that of chameleons and octopuses, I designed clothes with interchangeable parts. These clothes can change over time, reducing environmental impact and counteracting overconsumption. I used design workshops and user studies to ensure that the products are not only sustainable but also meet consumers' needs and preferences. The brand's visual identity, with shades of green and a minimalist design, communicates its core values of sustainability, exclusivity, and innovation. In the reflective part, I look back on the process of creating an exhibition and a pitch to present Octeon. The exhibition highlighted the potential of the design rather than the garments themselves, while the pitch aimed to inspire conscious consumers to make sustainable choices. I also included prototypes of additional products such as bags and water bottles, to illustrate how Octeon's concept can be further developed. Online publication helped spread the brand's vision and values. Throughout the project, I have strived to show how graphic design can be a powerful tool for changing consumption patterns and promoting sustainability in the fashion industry. O

Den svenska textilindustrin står inför betydande utmaningar i sin omställning mot en mer hållbar produktion, drivet av ökad klimatpåverkan och krav från EU:s nya strategi för hållbara och cirkulära textilier. EU:s strategi från 2022 syftar till att förändra textilindustrin genom att främja produkter som är hållbara, reparerbara, och återvinningsbara, producerade från återvunna material och fria från skadliga ämnen. Forskningen identifierar ett kunskapsgap kring hur modeföretagen och deras affärsmodeller kan anpassas till de förhöjda hållbarhetskraven, vilket denna studie ämnar adressera genom att utforska praktiska tillämpningar av teoretisk kunskap. Studiens syfte är att utforska modeföretags anpassning till EU:s lagstiftning om ‘hållbara och cirkulära textilier’. Genom att identifiera och undersöka utmaningar, anpassningar och möjligheter inför övergången mot att främja en mer hållbar textilindustri. Studiens resultat ämnar att bidra till ny litteratur genom att kartlägga omställningen i samspelet mellan modeföretag och leverantör för att uppnå de nya lagkraven. Studien bygger på en fallstudie av ett medelstort svenskt modeföretag inom fast-fashionindustrin, och undersöker företagets nuvarande arbete med hållbarhet samt deras leverantörsrelationer. Datainsamlingen gjordes genom semistrukturerade intervjuer med företagsrepresentanter och branschpraktiker, samt dokumentstudier som inkluderar företagets hållbarhetsredovisningar. Genom intervjuer och dokumentanalyser fördjupas förståelsen för företagets syn på hållbarhet och dess beredskap inför kommande EU-lagkrav. Sammantaget råder en stor ovisshet i omställningen till EU:s strategi för “hållbara och cirkulära textilier” i resultatet av att Europa Kommissionen fördröjer konkreta åtgärder som bör vidtas för att fullfölja strategin. Studien kommer fram till att fallföretaget bör integrera en cirkulär affärsmodell där hänseenden tas till utveckling av innovativa och mer hållbara materialval tillsammans med extern vägle, The Swedish textile industry faces significant challenges in its transition towards more sustainable production, driven by increased climate impact and new requirements from the EU strategy for ‘Sustainable and Circular Textiles’. The 2022 EU strategy aims to transform the textile industry by promoting products that are sustainable, repairable, and recyclable, produced from recycled materials and free from harmful substances. The research identifies a knowledge gap on how fashion companies and their business models can adapt to the increased sustainable requirements, which this study aims to address by exploring practical applications of theoretical knowledge. The aim of the study is to explore the adaptation of fashion companies to the EU legislation on ‘Sustainable and Circular Textiles’. By identifying the investigating challenges, adaptations, and opportunities for the transition towards promoting a more sustainable textile industry. The study results aim to contribute to new literature by mapping the transition in the interaction between fashion companies and suppliers to achieve the new legal requirements. In conclusion, there is a considerable amount of uncertainty in the transition to the EU strategy for "sustainable and circular textiles" as a result of the European Commission delaying concrete actions that should be taken to pursue the strategy. The study concludes that the case company should integrate a circular business model that takes into account the development of innovative and more sustainable material choices together with external guidance, virtualization and circular revenue streams.

Swedish e-commerce has experienced exponential growth, bringing new challenges in user interaction and consumption behavior. Despite Sweden's leading position in e-commerce, digitalization, sustainability and innovation, the issue of increasing dark patterns on e-commerce platforms persists. Dark patterns are manipulative design tactics used to increase consumption by encouraging impulse purchases and hiding important information from consumers. Research shows that users are somewhat aware of dark patterns but lack a full understanding of their impact. This study aims to investigate users' experiences of sustainability communication and ethical stances on fashion platforms, as well as how purchasing behavior is influenced by dark patterns. By analyzing users' attitudes and behaviors and identifying trends in the use of dark patterns, the study seeks to enhance understanding of users' interactions on e-commerce fashion platforms. The study was conducted through a content analysis of 15 websites and an online survey of 75 respondents. Results show that 85 % of respondents feel influenced by dark patterns, and 93 % of these indicate they have made impulse purchases or bought more than planned after exposure. While the majority consider sustainability communication important, just over 50 % rarely engage with sustainability information before purchasing. Additionally, 54 % believe transparency about the production chain builds brand trust. The study concludes that while dark patterns can drive short-term sales, they undermine long-term consumer trust and sustainability goals. By highlighting these issues, we aim to promote more sustainable and responsible e-commerce practices in the fashion industry.

Since the 1980s, the landscape of non-profit organisations (NPOs) has undergone a notable transformation, increasingly mirroring the operational frameworks of for-profit enterprises (Maier et al., 2016:64-65). Moreover, the decline in public funding has resulted in financial imperatives driving Non-Governmental Organisations (NGOs) to seek partnerships with corporations. Collaborations with corporations offer NGOs access to crucial financial resources, thereby enhancing their capacity to pursue their missions. Such partnerships afford NGOs increased visibility and influence, consequently augmenting their public image (Poret, 2019:7). This qualitative case study aims to investigate how child rights organisations are affected by their collaborations with corporations in the fast fashion sector, through examining outcomes issued from these collaborations and their implications over time. This study utilizes Poret's (2019) delineating framework of three risks that NGOs may encounter in partnerships with corporations: Competition among NGOs, NGO capture by firms, and inconsistency in partnerships, to address the research question. The chosen cases examined are: Save the Children Sweden and Plan International Sweden and their partnership with the H&M Group. By drawing insights from discourses surrounding concepts such as greenwashing and humanitarian washing, conclusions are made connecting to the complex relationship in NGO-Corporate collaborations and its effects on child rights organisations. The findings show that Poret (2019) delineated risks competition, NGO capture and inconsistency, as well as greenwashing and humanitarian washing, are all evident in the partnerships between Save the Children Sweden, Plan international and the H&M Group.

Hennes & Mauritz (H&M) has often found itself in the eye of the storm regarding its environmental and sustainability practices. H&M has engaged in crisis communication on multiple occasions to reduce damage to its reputation. This study aims to examine H&M's crisis communication concerning four environmental and sustainability crises, utilizing the Situational Crisis Communication Theory (SCCT) to analyze the response strategies applied. Additionally, the study seeks to explore how greenwashing can be seen in H&M:s response strategies addressing these crises. This study involved reviewing materials from news sources where H&M issued statements about the crises. Through a qualitative content analysis, we identified that H&M uses various response strategies in its crisis communication. Furthermore, we found signs of greenwashing in H&M:s communication, where they presented environmental initiatives that do not align with their actual practices.

Samtidens modeindustri har utvecklats genom senare årtionden och bidrar idag till en stor andel av detaljhandeln. Fast- och slow fashion beskriver två olika affärsmodeller som bedriver två sidor av modebranschen. Fast fashion företag producerar kläder utifrån stor kvantitet med lägre kvalitet, medan slow fashion företag satsar på kvalitet över kvantitet. Eftersom konsumtionen av kläder är överflödig i dagens samhälle och påverkar miljön på ett negativt sätt, har syftet för studien varit att undersöka och identifiera konsumenters inställning till fast- och slow fashion och hur det påverkar köpbeslutet. I denna studie har en kvalitativ metod använts, där tio personer med intresse för mode har deltagit genom semistrukturerade intervjuer. Den teoretiska referensram som presenteras i studien har varit en utgångspunkt för insamlad empiri, analys och slutsats. Våra slutsatser är att konsumenters inställning till fast- och slow fashion inte påverkar dem särskilt mycket i köpbeslutet, vilket främst beror på att de inte har tillräckligt med kunskap eller åsikter kring modeföretagens affärsmodeller. Det som konsumenter påverkas mest av i köpbeslutet är priset. Priset kopplas till kvalitet, vara och varumärke. Synen på fast- och slow fashion visar sig även skilja mellan kvinnor och män., The contemporary fashion industry has evolved over recent decades and contributes todaysignificantly to the retail industry. Fast- and slow fashion describe two different businessmodels that operate on two sides of the fashion industry. Fast fashion companies produceclothes based on large quantities with lower quality, while slow fashion companies focus onquality over quantity. Since clothing consumption is excessive in today's society andnegatively impacts the environment, the purpose of the study has been to examine andidentify consumers' attitudes towards fast and slow fashion and how it affects theirpurchasing decisions. In this study, a qualitative method has been used, where ten individuals with an interest infashion participated through semi-structured interviews. The theoretical framework presentedin the study has served as a basis for collecting empirical data, analysis, and conclusions. The conclusions drawn from the study indicate that consumers' attitudes towards fast andslow fashion do not significantly influence their purchasing decisions, primarily because theylack sufficient knowledge or opinions about fashion companies' business models. Whatconsumers are most influenced by in their purchasing decisions is the price, which is linkedto quality, product, and brand. Views on fast and slow fashion also appear to be differentbetween women and men.

A problem companies are faced with in the Business-to-business (B2B) environment is the understanding of brand perceptions by consumers due to, among other things, lacking direct communication with customers since most of the communication is done through intermediaries. To understand the factors that affect a company's brand perception, a field study of Gina Tricot has been conducted on German consumers using the brand equity theory as a base for this research. The qualitative method for this study is based on semi-structured short interviews, where a purposive sampling method is used. The sample consists of young women found close to stores selling products from Gina Tricot as well as in the city center of Munich. In total, data from 28 interviews was collected for this study. The results from the methods have undergone a thematic analysis divided according to Aaker's (1991) Brand Equity Theory. The conclusions made were that implementing digital tools such as TikTok and Instagram could be a reason that the awareness of Gina Tricot has reached German customers, without direct contact with them. German customers seem satisfied with the quality of Gina Tricot products, mostly in relation to their price, which helps them retain and attract customers in the German market. Swedish fast fashion brands' visual awareness makes their products recognizable and are more likely to be considered based on their uniqueness in the German market. Lastly, it was found that customers in Germany do not consider brand reputation to be important when buying clothes and this is not a factor that influences the perception of Gina Tricot. Ultimately, the role Gina Tricot plays in the German market is benefiting retailers with their trend-driven products at affordable prices which opens up a door for stores to reach the younger generation, while still providing products that are described as timeless and elegant.

The reuse of clothes is a priority in the EU Waste Hierarchy and the transition to a circular economy. However, the export of second-hand clothing (SHC) from the Global North to the Global South has been claimed to create a global injustice in which a large part of clothes end up directly as waste where underdeveloped waste management leads to pollution of the environment. The aim of this essay is to discuss ideological aspects of the export of SHC to critically examine Swedish waste politics and the transition to a circular economy. The study is limited to analysing the development of a Swedish extended producer responsibility (EPR) for textile where the materials consist of central documents. The main result shows that the political process expresses an ecomodernist ideology with neoliberal deregulation policies which is likely to further increase export of SHC. On an explicit level, a procedurial concept of justice is used. The polluter pays principle (PPP) is stated as a guiding principle. However, the distributive injustice of fashion dumping is legitimized by being portrayed as an environmental benefit and as saving people from poverty. Waste from SHC is seen as a resource and not as something toxic. The ideology is further underpinned by disregard of the import bans from African countries as ineffective. At last, the injustice is legitimized by lack of political participation as referral bodies working for global justice are almost completely excluded from formal politics, favouring referral bodies representing the SHC trade.

Fast fashion utgör idag en stor del av modeindustrin, med en affärsmodell som fokuserar på masstillverkning av kläder till låga kostnader för att möjliggöra snabb förnyelse och anpassning till de senaste trenderna. Denna snabbt växande bransch har kommit att bli en stor miljöbov med stora koldioxidutsläpp och en överkonsumtion av resurser. Trots att 30% av konsumenter avser att handla hållbart, är det endast 3% som faktiskt gör det. Detta gap mellan avsikt och beteende kallas för the green gap. I denna uppsats genomförs först en litteraturstudie för att ta reda på vilka faktorer som är orsaken till att konsumenter befinner sig inom green gap. Med utgångspunkt från dessa faktorer görs därefter en kvalitativ intervjustudie, för att ta reda på vilka faktorer som gör att en konsument kan lämna green gap. Studien kommer fram till att trender, känslan av att kunna påverka omvärlden, motivation, standardiserade och opartiska betyg eller märkningar på kläder samt en minskad tid på sociala medier skulle kunna vara faktorer som bidrar till att en konsument kan gå ur green gap.

Denna studie undersöker hur unga kvinnor i Generation Z rationaliserar sina köp av fast fashion trots en växande medvetenhet om modeindustrins negativa aspekter gällande miljö och sociala konsekvenser. Genom att utforska gapet mellan konsumenternas intentioner kring hållbarhet och deras faktiska beteenden belyser studien faktorer som har en påverkan på konsumentens köpbeslut. Studien utgår från en kvalitativ metod där semistrukturerade intervjuer genomförts. Detta för att få en djupgående insikt i hur unga kvinnor inom Generation Z använder sig av rationaliseringar för att rättfärdiga sina köp av fast fashion. Analys av resultatet har utförts i form av en tematisk analys. Teorin Moralisk frikoppling har även tillämpats i ett försök att förklara det beteende som ligger till grund för gapet mellan konsumentens intention och handling. Studien visar att konsumenter i många fall använder sig av Moralisk frikoppling eftersom det ger en möjlighet att separera de negativa aspekterna av fast fashion, såsom miljöpåverkan, från de positiva aspekterna, exempelvis att plagget är billigt, snyggt eller trendigt. Resultatet visar att trots en ökad medvetenhet om fast fashions negativa aspekter, är det rationaliseringar som påverkar varför kvinnor inom Generation Z konsumerar, där pris och begär är de mest betydande drivkrafterna. Studien bidrar till en djupare förståelse av konsumentbeteende inom fast fashion samt en förståelse för de faktorer som påverkar gapet mellan konsumenters intentioner kring hållbarhet och dess faktiska handlingar. Ytterligare förväntas studien att bidra med en ökad självmedvetenhet hos konsumenter kring deras egen konsumtion av fast fashion och därav inspirera till mer medvetna val. Studien är skriven på svenska., This study examines how young women in Generation Z rationalize their purchases of fast fashion despite a growing awareness of the fashion industry's negative aspects regarding environmental and social consequences. By exploring the gap between consumers' intentions regarding sustainability and their actual behaviors, the study highlights factors that have an impact on consumers' purchase decisions. The study is based on a qualitative method where semi-structured interviews were conducted. This is to gain an in-depth insight into how young women in Generation Z use rationalizations to justify their purchases of fast fashion. Analysis of the results has been done in the form of a thematic analysis. Additionally, the theory of Moral Decoupling has been applied in an attempt to explain the behavior that underlies the gap between the consumer's intention and action. The study shows that in many cases consumers use Moral Decoupling because it provides an opportunity to separate the negative aspects of fast fashion, such as environmental impact, from the positive aspects, for example that the garment is cheap, stylish or trendy. The result shows that despite an increased awareness of fast fashion's negative aspects, it is rationalizations that influence why women in Generation Z consume, where price and desire are the most significant driving forces. The study contributes to a deeper understanding of consumer behavior within fast fashion as well as an understanding of the factors that affect the gap between consumers' intentions regarding sustainability and its actual actions. Furthermore, the study is expected to contribute to an increased self-awareness among consumers regarding their own consumption of fast fashion and thereby inspire more conscious choices. The study is written in Swedish.

The Fast Fashion industry, which operates on a take-make-waste model, has a significant environmental impact due to its high-water consumption, use of chemical substances, and waste production. Consequently, textiles and clothing waste have become a major global concern. In response, the Circular Economy model has garnered considerable attention worldwide, with theEuropean Union showing notable progress in transitioning towards this sustainable approach. New regulations are creating an enabling framework for the circular economy to thrive and for better waste management. This transition necessitates substantial changes in both legal and business practices. The present study aims to analyse EU measures that influence the development of sustainable practices and the shift to a circular economy in the Fast Fashion industry. It employs a legal analysis and a business case study to identify and evaluate the laws implemented by the EU and the strategies used by Fast Fashion companies to adapt their waste management practices to the circular economy.

Syftet med denna uppsats är att utforska och förstå nutidens unga kvinnliga konsumenters upplevelser och attityder gentemot hållbara klädesplagg för att finna drivkrafter, möjligheter och hinder för hållbart konsumtionsbeteende inom modeindustrin. Frågeställningarna som använts som låg till grund för studie och analys lyder: Hur reflekterar och agerar unga kvinnliga konsumenter kring den egna klädkonsumtionens hållbarhet? Vilka faktorer motiverar unga kvinnliga konsumenter att göra hållbara klädval och vilka hinder kan påverka processen? Tidigare forskning och litteratur har granskats tillsammans med teorier kring konsumentbeteende som Consumer Culture Theory (Arnould & Thompson 2005), samt betydande faktorer för konsumenter (Kotler & Armstrong 2019; Ekström, Ottosson & Parment 2017). För att kunna besvara frågeställningarna och få en djupare förståelse för ämnet har en kvalitativ metod använts i form av fokusgrupper, samt semistrukturerade intervjuer. Två fokusgrupper genomfördes parallellt med sju stycken enskilda intervjuer, där alla deltagare var kvinnor mellan 20 och 27 år. Under fokusgrupperna deltog studenter inom textil eller ekonomi. Resultatet av studien visar att unga kvinnliga konsumenter är medvetna om hållbarhetsfrågor inom modebranschen, men stöter på hinder vid sina försök att göra hållbara klädval. Deras köpbeteenden påverkas av ekonomiska begränsningar, bekvämlighet och bristande kunskap om miljökonsekvenser från modebranschen, trots positiva attityder. Sociala normer och påverkan från omgivningen spelar också en betydande roll inför köpbeslut. Behovet av en holistisk strategi för att främja hållbar modekonsumtion, inklusive bättre tillgång till information och ekonomisk tillgänglighet, framkommer som en potentiell förbättring. Dessa resultat styrker tidigare forskning som bedrivits inom ämnet och ger utrymme för vidare forskning i olika riktningar., The purpose of this study is to explore and understand young female consumers' experiences and attitudes towards sustainable clothing in order to find driving forces, opportunities and obstacles for sustainable consumption behavior in the fashion industry. The questions used as the basis for the study and analysis are: ‘How do young female consumers reflect and act on the sustainability of their own clothing consumption?’ ‘What factors motivate young female consumers to make sustainable clothing choices and what obstacles can affect the process?’ Previous research and literature have been reviewed together with theories on consumer behavior such as Consumer Culture Theory (Arnould & Thompson 2005), as well as other significant factors for consumers (Kotler & Armstrong 2019; Ekström, Ottosson & Parment 2017). In order to answer the research questions and gain a deeper understanding of the subject, a qualitative method has been used in the form of focus groups and semi-structured interviews. Two focus groups were conducted in parallel with seven individual interviews, where all participants were women between the ages of 20 to 27. During the focus groups, students in textiles or economics participated. The results of the study show that young female consumers are aware of sustainability issues from the fashion industry, but encounter obstacles in their attempts to make sustainable clothing choices. Their purchasing behavior is influenced by financial limitations, convenience and lack of knowledge about environmental consequences from the fashion industry, despite positive attitudes. Social norms and influence from the social environment also play a significant role in purchasing decisions. The need for a holistic approach to promote sustainable fashion consumption, including better access to information and financial accessibility, emerges as a potential improvement. These results confirm previous research conducted on the subject and provide scope for fur

Modeindustrin är en betydande del av människors vardag och självuttryck, men den har också en stor inverkan på miljön och naturresurser. Snabbmode och lyxmode har olika affärsmodeller och påverkar miljön på olika sätt. Snabbmode är känt för att ha höga volymer, låga kostnader och korta produktionscykler, vilket ökar dess miljöavtryck. Å andra sidan betonar lyxmode exklusivitet, kvalitet och status, men även det har miljökonsekvenser. Syftet med studien är därmed att identifiera snabb- och lyxmodesektorernas hållbarhetsstrategier och jämföra likheter och skillnader mellan arbetssätten. Detta besvarades genom en granskning av hållbarhetsrapporter från fyra koncerner och ett företag i respektive sektor. En utvecklad version av Seuring och Müllers (2008) Sustainable Supply Chain Management (SSCM)-ramverk kopplad till FNs globala mål för hållbar utveckling utgjorde studiens teoretiska perspektiv. SSCM erbjuder en struktur för att identifiera hållbarhetsstrategier som riktas mot klimatrelaterade utmaningar, medan FN:s mål sätter en gemensam agenda för miljömässig hållbarhet. Resultatet visar flera hållbarhetsstrategier samt likheter och skillnader mellan arbetssätten. Diskussionen presenterar och ställer dessa mot varandra. Slutsatsen är att både snabb- och lyxmodesektorerna implementerar flera hållbarhetsstrategier, men prioriterar dem olika i följd av sina åtskilda affärsmodeller. Studien bidrar med en förståelse för den europeiska modeindustrins hållbarhetsarbete och vilka strategier och prioriteringar respektive sektor åtar. Eftersom denna studie är avgränsad till miljömässig hållbarhet, bör vidare forskning undersöka de sociala och ekonomiska dimensionerna för att bredda förståelsen för sektorernas hållbarhetsarbete., The fashion industry is a significant part of people's daily lives and self-expression, but it also has a substantial impact on the environment and resources. Fast fashion and luxury fashion have different business models and affect the environment in various ways. Fast fashion is known for high volumes, low costs, and short production cycles, which increase its environmental footprint. On the other hand, luxury fashion emphasises exclusivity, quality, and status, but it also has environmental consequences. The purpose of this study is to identify the sustainability strategies of the fast fashion and luxury fashion sectors and compare the similarities and differences between their approaches. This was addressed through a review of sustainability reports from four groups and one company in each sector. An enhanced version of Seuring and Müller's (2008) Sustainable Supply Chain Management (SSCM) framework, connected to the UN's Sustainable Development Goals (SDGs), constituted the study's theoretical perspective. SSCM provides a structure for identifying sustainability strategies that address climate-related challenges, while the UN's goals set a common agenda for environmental sustainability. The results show several sustainability strategies as well as similarities and differences between the approaches. The discussion presents and contrasts these strategies. The conclusion is that both the fast fashion and luxury fashion sectors implement several sustainability strategies, but prioritise them differently due to their distinct business models. The study contributes to an understanding of the European fashion industry's sustainability efforts and the strategies and priorities undertaken by each sector. Since this study is limited to environmental sustainability, further research should investigate the social and economic dimensions to broaden the understanding of the sectors' sustainability efforts.

This thesis examines how Boohoo, Shein, and Zara communicate their sustainability efforts on Instagram and how users react. Despite increased global awareness of sustainability, the fast fashion industry's rapid trend turnover, driven by social media and influencers, fuels consumption and environmental harm. Guided by theories of strategic communication, organizational legitimation, CSR communication, and transparency, the research used critical visual methods, including semiotic and qualitative text analysis. The analysis found that these companies use visual content to appear transparent, shift environmental responsibility onto individuals and the industry, make vague sustainability claims, and partner with influencers for legitimacy. User comments reveal concerns about worker treatment, skepticism towards sustainability efforts as greenwashing, and criticism of influencer partnerships. However, some users legitimize these practices, believing all businesses are equally culpable. The study concludes that while fashion companies recognize the risks they pose and attempt to address them, users are unimpressed by superficial efforts. The gap between companies' staged transparency and users' demand for real change highlights the need for genuine commitment to sustainability. Companies must be transparent and accountable to avoid greenwashing accusations and maintain consumer trust. This growing consumer awareness and empowerment suggest that critical examination by users and authentic sustainability efforts by companies are essential for future legitimacy.

The main purpose of the study is to understand how Vestiaire Collective’s campaign film #saynotofastfashion from 2022 visually communicates two different messages. One intentional message about an activistic positioning in the issue of textile waste as well as one unintentional message about white supremacy. The material is investigated through a qualitative content analysis based on theories about activism in media and documentary narration, the white man’s guilt and postcolonial stereotypes in film. By splitting the material and analyzing text and image separately, markers for both messages are found. In a summarizing analysis the text and images separate communication are put in relation to each other in order to draw conclusions about the two part’s common message and function. The study concludes that the meaning of the text as well as text and image together is to show Vestiaire Collective as a wholesome, conscious and charitable company. However the images also send the message that westerners are needed in order to solve problems in non-western countries. Vestiaire Collective’s film represents the dark skinned Ghanaians in a diminishing and colonially stereotyped way and themselves as heroes in line with the white-savior-stereotype. Markers for activism are interpreted to be the way Vestiaire Collective are positioning themselves in the issue of textile waste as well as their suggestions and prompts for solutions. Another marker for activism is under which circumstances the film was published; in connection with Black Friday 2022 on social media. The media production included below is a documentation of the process of making a short advertising film about a cancer story from a relative’s perspective.

Den här studien undersöker vad som påverkar beslutsfattandet för svenska högskolestudenter ur Generation Z när de gör inköp av kläder, samt vilka konsekvenser det leder till gällande konsumtionen av second hand och fast fashion. Studien undersöker även hur miljömedvetenhet påverkar dessa beslut. Studien är baserad på en enkätundersökning, där frågorna är baserade på teorierna Theory of Planned Behaviour och the Value-Action gap. Med hjälp av enkäten undersöks attityder till olika val samt hur deltagarna agerar. Studien utgår även från tillgänglig litteratur, bestående av vetenskapliga källor och rapporter. Resultaten visar att miljömedvetenhet har en stor inverkan på hur konsumenter agerar, samt att pris, tillgänglighet, kvalitet, storleksutbud och hållbarhet är avgörande när konsumenten fattar sina beslut. En jämförelse mot hållbarhetsmål 12 ur FN:s Agenda 2030, som anses aktuellt för studien, visar på att svenska högskolestudenter ur Generation Z konsumerar förhållandevis hållbart och ligger relativt bra i linje med de uppsatta målen. Resultaten visar även att den generella inställningen till fast fashion är negativ, och inställningen till second hand generellt är positiv. Detta ser lovande ut inför framtiden, och resultaten tyder även på att större medvetenhet kring miljöfrågor leder till mer hållbara val och konsumtionsmönster., This study examines factors influencing decision-making among Swedish university students from Generation Z when purchasing clothing, as well as the consequences this has on the consumption of second hand and fast fashion. The study also explores how environmental awareness affects these decisions. The study is based on a survey, in which the questions are based on Theory of Planned Behaviour and Value-Action Gap. The survey explores attitudes towards different choices and how participants act. The study also draws from available literature, consisting of scientific sources and reports. The results show that environmental awareness has a significant impact on consumer behaviour, and that price, availability, quality, size range, and sustainability are crucial when consumers make their decisions. The results were compared with several sub-goals of Sustainable Development Goal 12 from the UN's Agenda 2030, which are considered relevant to the study. The results also indicate that the general attitude towards fast fashion is negative, and the attitude towards second hand is generally positive. This looks promising for the future, and the results also suggest that greater awareness of environmental issues leads to more sustainable choices and consumption patterns.

This qualitative study aims to examine the challenges of fast fashion consumption, encompassing a comprehensive examination of various factors and multifaceted dilemmas related to consumer choices. Clothing consumption serves more than just material needs, with today's society witnessing a strong connection between consumption and social norms, trends, and ideals, especially through social media. The choice of fashion consumption proves to be a complex issue in sustainability discussions. This complexity is heightened as social media influencers actively endorse and glamorize fast fashion products despite their well-known environmental consequences. The study navigates and sheds light on the interaction between influencers, who serve as marketers for these fast fashion products on social media, and their followers as recipients of the advertising and potential consumers. The interaction between both influencers and followers is explored through qualitative semi-structured interviews. The complex issue of fast fashion consumption is analyzed through a theoretical framework integrating Two-step flow theory, Cultivation theory, Social learning theory and the theory of Cognitive dissonance, as well as the respondents' attitudes, opinions, and positions. The purpose of the study is to illuminate the influential role of influencer marketing on followers' consumption and perception of fast fashion, particularly regarding the environmental aspects and sustainability. The research questions are: "How do influencers shape followers' perspectives and purchasing behavior regarding fast fashion?", "How do followers reflect on their own fast fashion consumption affected by influencers on social media?", and "What other factors, besides influencers, can influence followers' consumption decisions regarding fast fashion?". In this qualitative study, the analysis of interviews with influencers and their followers reveals complex narratives and patterns in the context of fast fashion

This thesis explores the impacts of the dominant business model in the fashion industry, characterized by a trend of overproduction and overconsumption, and its negative effects on the environment and on society. A comprehensive literature review aims to assess the unsustainable practices of the fashion industry, the emerging role of the slow fashion movement, and the barriers individuals face in the transition to a more sustainable consumption. The thesis analyzes consumer purchase behavior and their interest in sustainability, focusing on behavioral economics and behavioral interventions designed to increase sustainable behavior and sustainable fashion consumption, specifically the deceptive practice of greenwashing and its influence on consumers’ choices is thoroughly examined. An online experiment is conducted to test participants’ responses to four different purchase scenarios, including the disclosure of information typically hidden by brands, greenwashed claims, real sustainable claims, and an intervention involving information provision, aimed to inform respondents about the existence of the greenwashing practices. Results highlight a significant impact of authentic sustainable claims on respondents’ decisions, guiding them towards sustainable choices. Directional results also suggest the effectiveness of greenwashed claims in influencing people decision-making, attracting them towards the “fake green” and affordable fast fashion garments. Additionally, directional results indicate that disclosing information about the existence of greenwashing increases individuals’ consideration and likelihood to choose the sustainable option, the same mechanism applies when disclosing the truth about the negative impacts of producing cheap fast fashion clothes. This study contributes valuable insight to the understanding of consumer behavior in the fashion sector, examining the impact of information disclosure, greenwashing, and interventions on customer decision-making., Elisabetta Podetti, Diplomarbeit University of Innsbruck 2024

This study investigates the impact of sustainable production on consumer perceptions of fashion industry products in Valle de Aburrá in 2023. Conducted as an exploratory exploration, the research aims to comprehend emerging consumption trends in the region, particularly concerning sustainable production. Subsequently, a conclusive descriptive investigation was executed to unveil prevalent situations, customs, and attitudes among individuals. Through a survey of 256 participants, findings revealed extensive knowledge among respondents regarding the general topic of sustainability. However, in more specialized aspects such as sustainable fashion, respondents exhibited relatively lower knowledge. Despite this, a positive perception of sustainable clothing emerged, with respondents expressing interest in consumption due to its perceived environmental benefits. Colombian brands are recommended to capitalize on this market segment, given its projected growth in the coming years. Additionally, brands already leveraging sustainable fashion are advised to enhance communication mechanisms to highlight its various benefits., Este estudo investiga o impacto da produção sustentável nas percepções dos consumidores sobre os produtos da indústria da moda no Valle de Aburrá em 2023. Reali-zada como uma exploração exploratória, a pesquisa visa compreender as tendências emer-gentes de consumo na região, especialmente em relação à produção sustentável. Posterior-mente, foi conduzida uma investigação descritiva conclusiva para identificar situações, costumes e atitudes predominantes entre os indivíduos. Através de uma pesquisa com 256 participantes, constatou-se um amplo conhecimento entre os respondentes sobre o tema geral da sustentabilidade. No entanto, em aspectos mais especializados, como moda sus-tentável, os entrevistados demonstraram conhecimento relativamente menor. Apesar dis-so, surgiu uma percepção positiva em relação às roupas sustentáveis, com os responden-tes expressando interesse no consumo devido aos seus percebidos benefícios ambientais. Recomenda-se que as marcas colombianas aproveitem esse segmento de mercado, dada sua projeção de crescimento nos próximos anos. Além disso, as marcas que já utilizam a moda sustentável são aconselhadas a aprimorar os mecanismos de comunicação para destacar seus diversos benefícios., El problema por investigar es el impacto que tiene la producción sostenible en la percepción de los consumidores sobre los productos de la industria de la moda en el Valle de Aburrá, por lo que se realizó una investigación de tipo exploratoria para entender las nuevas tendencias de consumo el mercado de esta zona, lo que implica la producción sostenible y posterior a esto se realizó una investigación de tipo concluyente descriptiva para conocer las situaciones, costumbres y actitudes predominantes en las personas. Mediante una encuesta a 256 personas encontrando que el conocimiento del tema general que es sostenibilidad por parte de los encuestados es amplio, aunque en las características más especializadas del tema (moda sostenible) los encuestados tienen un conocimiento relativamente bajo, pero con una buena percepción a la ropa sostenible afirmando que les gustaría consumirla porque consideran que estarían cuidando el medio. Se le recomienda a las marcas colombianas aprovechar este segmento del mercado, puesto que, es una tendencia que seguirá creciendo en los próximos años, asimismo se recomienda a las marcas que ya se encuentran aprovechando la moda sostenible reforzar los mecanismos de comu-nicación para dar a conocer todos sus beneficios.

We researched the growth of the fast fashion industry, as well as the externalities pertaining to fast fashion and overconsumption. Our group defined fast fashion as the mass production of garments using cheap materials and labor to sell articles at lower prices due to increased demand. Both online shopping and social media have an effect on the fast fashion industry. We found that increased demand for fast fashion often stems from social media trends, like influencer culture and increased trend overturn rates. Our group primarily focused on e-commerce, or online shopping, as shopping for fast fashion is more likely to be done online. Online manufacturers are able to more easily keep up with micro-trends and high demand. We identified many externalities associated with the overconsumption of fast fashion garments to keep up with trends. These externalities include the exploitation of workers through unsafe working conditions, transportation and manufacturing emissions, and garment waste. We conducted a survey to assess the knowledge and shopping trends in the Virginia Tech (VT) student community. Our survey revealed that although students buy clothing online via social media, the majority of students are unaware of the harmful effects of fast fashion. We aimed to address the VT student undergraduate community with our final deliverable of an app. We developed a prototype for a buy/sell/rent app for university students. Instead of buying clothing to be worn once from fast fashion companies, we aim to give students a hands-on alternative to buy or rent used clothing articles. We aimed to create a broad model of an app that, once successfully piloted at VT, can be used by campuses nationwide.

The main objective of this work is to determine the use of the slogan in current fashion design. We focus on the company that sells the most in Spain, this being Inditex. Specifically, the texts that appear printed on the garments of Zara, Stradivarius, Bershka and Pull&Bear, from the spring summer 2023 season, will be analyzed. This work observes fashion design as a tool for communicating values to society. There are studies that analyze the slogan as a purely advertising element, however, there is a lack of research on its presence in garments consumed massively through the fast fashion market., El objetivo principal de este trabajo es determinar el uso del eslogan en el diseño de moda actual. Nos centramos en la empresa que más vende en España, siendo ésta Inditex. En concreto se analizarán los textos que aparecen impresos en las prendas de Zara, Stradivarius, Bershka y Pull&Bear, de la temporada primavera verano 2023. El presente trabajo observa el diseño de moda como herramienta de comunicación de valores a la sociedad. Existen estudios que analizan el eslogan como elemento únicamente publicitario, sin embargo, hay una carencia de investigaciones sobre la presencia de éste en las prendas consumidas masivamente a través del mercado fast fashion.

This master thesis explores the concept of Corporate Social Responsibility (CSR) in the context of the fashion industry and its impact on consumer behavior. The study examines the extent of CSR implementation, taking into account stakeholder demands and expectations. It also examines the strategic integration of responsible business practices within organizations and the potential competitive advantages and financial benefits associated with CSR. In addition, the thesis examines the factors influencing the design of CSR practices and the role of globalization and digitalization in shaping the importance of CSR in today's business landscape. The thesis also examines the gap between consumers' awareness of social and environmental issues and their actual purchasing behavior, particularly in the fast fashion segment. The study focuses on the differences in consumer behavior and ethical awareness between two European countries, Spain and Germany, which have different cultural contexts. It examines the dynamics of CSR and sustainable consumption in both countries and analyzes their specific characteristics and consumer preferences. The findings contribute to a comprehensive understanding of CSR and country-specific consumer behavior in the fashion industry., Este trabajo fin de máster explora el concepto de Responsabilidad Social Corporativa (RSC) en el contexto de la industria de la moda y su impacto en el comportamiento de los consumidores. El estudio examina el grado de implantación de la RSC, teniendo en cuenta las demandas y expectativas de las partes interesadas. También examina la integración estratégica de las prácticas empresariales responsables dentro de las organizaciones y las posibles ventajas competitivas y beneficios financieros asociados a la RSC. Además, el trabajo examina los factores que influyen en el diseño de las prácticas de RSC y el papel de la globalización y la digitalización en la configuración de la importancia de la RSC en el panorama empresarial actual. El trabajo también examina la brecha existente entre la concienciación de los consumidores sobre las cuestiones sociales y medioambientales y su comportamiento real de compra, especialmente en el segmento de la moda rápida. El estudio se centra en las diferencias de comportamiento y conciencia ética de los consumidores entre dos países europeos, España y Alemania, que tienen contextos culturales diferentes. Examina la dinámica de la RSC y el consumo sostenible en ambos países y analiza sus características específicas y las preferencias de los consumidores. Las conclusiones contribuyen a una comprensión global de la RSC y del comportamiento del consumidor específico de cada país en la industria de la moda.

El fast fashion cada vez está más presente en nuestra vida. Prendas baratas, de baja calidad y fabricadas en grandes cantidades, cuyas consecuencias pasan desapercibidas. La industria de la moda es el segundo sector más contaminante del mundo, y responsable de las grandes cantidades de basura acumuladas en países en desarrollo. También se le acusa de explotar a sus trabajadores - la mayoría mujeres y menores de edad - que realizan sus tareas en condiciones inhumanas, recibiendo menos de cincuenta dólares al día. Sin embargo, existe una alternativa para frenar la crisis climática generada por la moda rápida. La moda sostenible utiliza materiales orgánicos o reciclados, libres de tóxicos, y asegura que sus trabajadores tengan unas condiciones dignas y éticas. Todo el proceso de diseño, producción y transporte está pensado para ayudar al planeta y cuidar a todos los que la habitan. A través de un reportaje audiovisual de quince minutos, se mostrará lo que supone el fast fashion y cómo la moda sostenible le hace frente. Con declaraciones de cuatro profesionales del sector y guiado por la autora de este trabajo, se informa de esta alternativa tan en auge, sus ventajas e inconvenientes., Fast fashion is increasingly present in our lives. Cheap, low-quality, and mass-produced clothes, whose consequences go unnoticed. The fashion industry is the second most polluting sector in the world, and responsible for the large amounts of rubbish accumulated in developing countries. Also, it is accused of exploiting its workers - the majority are women and minors - who work in inhumane conditions, receiving less than fifty dollars a day. However, there is an alternative to slow down the climate change generated by fast fashion. Sustainable fashion uses organic or recycled materials, free of toxins, and ensures that its workers have decent and ethical conditions. The whole design, production and transportation process is designed to help the planted and take care of all those who inhabit it. Through a fifteen minute audiovisual report, it will be shown what fast fashion means and how sustainable fashion deals with it. With statements of four professionals in the sector and guided by the author of this work, this booming alternative is reported along with its advantages and disadvantages., Departamento de Historia Moderna, Contemporánea y de América, Periodismo y Comunicación Audiovisual y Publicidad, Grado en Periodismo

La importancia de una moda sostenible o slow fashion es un reto al que nos enfrentamos en la actualidad. El consumo masivo de cantidades ingentes de ropa afecta al medio ambiente y a nuestra salud. Los hábitos de consumo de los ciudadanos evolucionan gracias al papel tan importante que tienen las redes sociales. Las redes sociales se han convertido en un medio idóneo de marketing para la mayoría de las marcas más importantes y en los últimos años son su principal medio de captación de un público objetivo. Bajo el prisma de un mundo sostenible, esta práctica de consumo rápido y su promoción en las redes sociales puede tener un gran coste negativo climático y dificulta la propagación de una moda sostenible y ética, ya que no es de interés económico para las empresas textiles. El periodismo de denuncia juega un importante papel en el presente trabajo ya que defiende la necesidad de una concienciación real de los consumidores para frenar el consumo irracional y aboga por un cambio drástico de las empresas en sus planes de marketing en las redes que incitan a estas prácticas dañinas para todos nosotros. El resultado de este trabajo es un reportaje multimedia que combina texto, hiperenlaces, imágenes, audios e infografías para visibilizar la problemática de incentivar el fast fashion en redes sociales y concienciar a la población de la necesidad de realizar un consumo más responsable y sostenible., The importance of sustainable fashion or slow fashion is a challenge we face today. The massive consumption of huge amounts of clothing affects the environment and our health. The consumption habits of citizens evolve thanks to the important role played by social networks. Social networks have become an ideal marketing medium for most of the most important brands and in recent years they have been their main means of attracting a target audience. From the perspective of a sustainable world, this practice of fast consumption and its promotion on social networks can have a large negative climate cost and hinder the spread of sustainable and ethical fashion, since it is not in the economic interest of textile companies. Denunciation journalism plays an important role in this paper as it advocates the need for real consumer awareness to curb irrational consumption and advocates a drastic change by companies in their marketing plans in networks that encourage these practices harmful to all of us. The result of this work is a multimedia report that combines text, hyperlinks, images, audio and infographics to make visible the problem of encouraging fast fashion on social networks and raising awareness among the population of the need for more responsible and sustainable consumption., Departamento de Historia Moderna, Contemporánea y de América, Periodismo y Comunicación Audiovisual y Publicidad, Grado en Periodismo

La industria textil sostenible es un movimiento en crecimiento que busca cambiar los paradigmas de la industria de la moda hacia un modelo más ético, responsable y respetuoso con el medio ambiente y la personas. En España es un sector en crecimiento donde cada vez más marcas y personas apuestan por este tipo de negocio. Vamos a diferenciar entre dos tipos de empresas que operan en este mercado, por un lado, las empresas emergentes que nacen en esta industria y por otro lado las empresas ya consolidadas en el mercado del fast fashion que han observado el potencial de esta industria y han decidido operar en ella. A pesar de ser un sector en crecimiento, se encuentra aún en sus inicios de expansión, debiendo de recorrer un largo camino para instaurarse de manera competitiva frente a la industria textil de moda rápida, aún muy por delante en términos de rentabilidad., Grado en Marketing e Investigación de Mercados

La industria textil ha cobrado gran importancia en la sociedad en los últimos años y con ella también ha incrementado el impacto medioambiental que esta produce. Los gustos de los consumidores cambian con gran rapidez, de manera que nace el modelo actual conocido como fast fashion, produciendo multitud de prendas en un tiempo reducido, supone un gran consumo de materiales y un gran impacto sobre los recursos naturales y residuos generados. Se hace imprescindible conocer cuáles son los mejores materiales para la producción textil y qué alternativas existen antes de producir o tirar una prenda tanto para los consumidores como para las empresas., Grado en Publicidad y Relaciones Públicas

The objective of this research is to study the reasons for the growing impact of sustainable slow fashion brands in the fashion industry and, in particular, how they manage their communication and which digital strategies they employ. We applied a mixed research methodology: a comparative content analysis of qualitative and quantitative indicators, as well as in-depth interviews with 10 professionals and experts in fashion and digital communication, with the aim of contrasting their opinions with the results of the study. The five sustainable fashion brands (YosoLOVEamor, LIFEGIST, ECOALF, Alohas, and ECOOLOGY) chosen are distinguished by the fact that they base their business projects on social and environmental responsibility, and their Instagram accounts were studied over a period. This paper demonstrates the social interest in and concern for sustainability, ethics, and corporate social responsibility in the fashion industry. Additionally, it is evident that slow fashion brands need to have a good online strategy, as it is the future of fashion. No greenwashing was found, but sustainable fashion is a controversial issue with no regulation and a short history, so it has to develop.

The Standard Resort is part of Fashion House, a collective project that speculates on the spatial implications of the future of the fashion industry in five post-industrial cities throughout Europe, collectively referred to as the Red Thread. This contribution proposes an all-inclusive Valencian beachside resort, The Standard Resort, a microcosm of society in which both guests and designers in residence immerse themselves in an enclosed and fully regulated environment. During their stay, guests, their bodies, and their resort-provided outfits are on full display for everyone within spaces of simultaneous performance and spectating. This resort—an escape from daily life for people of the Red Thread—serves as a testing ground for the recalibration of clothing norms and body standards. In 2040, increased leisure time encourages people to break away from their daily routines and seek out opportunities to experiment with social behaviours. This is in response to the contemporary condition, in which people follow the through advertisement and standardization established fashion norms and impose these norms on other people, homogenizing social contact in public space. Examining how fashion norms are dictated through the design, programming, and marketing of space, the resort consists of two opposite worlds. The standardized structure accommodates the stylistically conventional guestrooms and facilities that dictate known dress codes. In contrast, the ballroom -sited in a former wine storage facility- is a constructed disorder that blurs these conventions, allowing designers and consumers to let go of their shame and challenge and redefine fashion norms. Having fulfilled a 3-month residency testing and learning from this context, designers are granted the Shameless certification., https://thesisinprogress-theberlage.nl/Fashion-House-Introword, The Berlage Post-MSc in Architecture and Urban Design

As the world moves towards a more sustainable future and consumers begin to research more sustainable ways to consume, many turn to second hand for purchasing apparel due to its supposed minimal effect on the environment. The second hand market is rapidly growing but research surrounding the implications of its growth is scarce. This study aims to research consumer habits in the second hand fashion market in Sweden. More specifically, if the Swedish second hand consumption reflects the fast fashion way of consuming, meaning purchasing vast amounts of apparel for minimal use. The study utilizes a mixed method of collecting data, both a qualitative and a quantitative method. A survey and interviews were conducted, mapping the consumption habits of second hand apparel of Swedish people in their early twenties. The results show that second hand consumption has some similarities to the fast fashion way of consuming but there are still several differences. There were signs that the second hand market is moving towards excessive consumption practices which the fast fashion industry has been criticized for in the past. The key similarities between second hand fashion consumption and fast fashion consumption observed in the participants were impulse buying, minimal usage of products, seeking trendy items and gaining hedonic pleasure.

Syftet med denna kvalitativa studie är att undersöka och fördjupa oss i värdekonflikter kopplat till fast fashion, och ta del av hur kvinnliga studenter vid Uppsala universitet konsumerar kläder och förhåller sig till fenomenet. Studien har en fenomenologisk utgångspunkt och utgår från tio informanters perspektiv och upplevelser som samlats in genom semistrukturerade intervjuer. Vi analyserar materialet genom transkribering, kodning och metoden Ad Hoc som tillåter oss att använda flera analysmetoder för att tolka och skapa mening i materialet. Det teoretiska ramverken som utgör grunden för studien är Pierre Bourdieus och Beverly Skeggs teorier med specifikt fokus på begreppen habitus, kapital, distinktion, smak, respektabilitet, femininitet och disidentifikation. Resultatet av detta arbete visar att det uppstår värdekonflikter hos yngre kvinnliga studenter då de upplever miljöfrågor svårhanterliga i kombination med samhällets identitetsnormer. Informanterna upplever att det finns flera normer kopplat till att vara kvinna med fokus på utseendet, hur de konsumerar kläder och hur de ständigt förväntas vara den bästa versionen av sig själva. Studien visar att informanterna påverkas av samhället genom olika digitala plattformar och sociala medier, men att de även erhållit värderingar och en identitetsbild av sig själv från sin familj och uppväxtmiljö. Värdekonflikterna som informanterna upplever resulterar i att fler av dem börjat handla mer kläder från second hand-butiker, och medvetet anstränger sig för att konsumera mer hållbart i hopp om att minska negativa känslor. Mot bakgrund av detta bidrar studien med viktig information kring värdekonflikter i en sociologisk och samhällsmässig kontext.

Denna studie har som syfte att undersöka hur konsumenter upplever klädföretaget H&M:s hållbarhetsarbete och vilka attityder som konsumenterna har gentemot företaget. Detta för att kunna skapa en ökad förståelse och kunskap kring hur hållbarhetsarbete kan påverka konsumentattityder. Studien har genomförts med hjälp av en enkätundersökning där svenska konsumenter har fått besvara frågor rörande ämnet. Studien presenterar resultatet med hjälp av olika diagram för att ge en visuell bild över detta. Insamlad data har sedan tolkats och använts för att analysera och diskutera i jämförelse med tidigare forskning på området. Det har visat sig att konsumenter har en negativ syn på H&M:s hållbarhetsarbete där flera konsumenter upplever att de inte arbetar tillräckligt med detta. Eftersom H&M är verksamt inom fast fashion branschen är hållbarhetsarbetet något som blir motsägelsefullt och många upplever på grund av detta företagets strategier som greenwashing. Transparens har visat sig vara en nyckel för att kunna öka intresset gällande produkter, då fler konsumenter har en positiv inställning till att handla plagg om de vet dess miljöpåverkan. Gällande konsumenters attityder gentemot verksamheten har det visat sig att många har dåligt samvete när de handlar kläder hos H&M då flera är medvetna om den fast fashion som H&M bedriver. Många har heller inte hållbarhet i åtanke då de handlar på H&M. Detta har visat på att konsumenters attityder inte har en särskilt stor påverkan på det hållbarhetsarbete som H&M gör., This study aims to investigate how consumers experience the clothing company H&M's sustainability work and what attitudes consumers have towards the company. This is to be able to create an increased understanding and knowledge of how sustainability work can affect consumer attitudes. The study has been conducted with the help of a survey where Swedish consumers have answered questions regarding the subject. The study presents the results using various diagrams to give a visual picture of this. The collected data has then been interpreted and used to analyze and discuss in comparison with previous research in the field. It has been shown that consumers have a negative view of H&M's sustainability work, where several consumers feel that they do not work enough with this. Since H&M is active in the fast fashion industry, sustainability work is something that becomes contradictory and many therefore perceive the company's strategies as greenwashing. Transparency has proven to be a key to increasing interest in products, as more consumers have a positive attitude towards buying garments if they know its environmental impact. Regarding consumers' attitudes towards the business, it has been shown that many have a bad conscience when they buy clothes at H&M as many are aware of the fast fashion that H&M conducts. Many also do not have sustainability in mind when they shop at H&M. This has shown that consumer attitudes do not have a particularly large impact on the sustainability work that H&M does.

This study examines the response of Generation Z females in Sweden to fast fashion web advertisements incorporating six linguistic persuasion strategies. The aim is to identify which of these strategies can be effectively employed in this context to persuade the targeted demographic. An online survey consisting of twelve fast fashion web advertisements was distributed over the social media platforms Instagram, Facebook, and LinkedIn. The respondents' objective was to choose a preferred advertisement from two options, one featuring a linguistic strategy of persuasion and another where the linguistic strategy had been changed or removed, while the respondents had to consider questions related to the linguistic strategies’ persuasive aims. The result from 44 target respondents revealed that the strategies of reader pronouns, directives, and the subject position effectively reached their persuasive aims, while the results for boosters, rhetorical questions, and engagement markers were inconclusive. Still, open-ended non-mandatory answers indicated that the three strategies that got inconclusive results also received negative reactions from the demographic and therefore likely failed at their persuasive aims.

Influencer marketing is a new marketing strategy that has risen in popularity to be used by businesses during the last decade. Even though studies have been previously made on influencer marketing, little research has been made specifically on influencer marketing in combination with their discount codes being offered. The main purpose of this research paper is to examine the connection between the discount codes and the effect it might have on consumers' purchase intention, behavior and impulsive buying. Furthermore, the satisfactory levels after a purchase due to influencer marketing has been examined as it has not been seen in previous studies. The findings revealed that consumers are directly affected by influencer discount codes, causing impulsive buying to a certain level and affects the purchase intentions and decision-making in a faster manner. Furthermore, consumers who had purchased products due to influencer marketing obtained a high satisfactory level post-purchase. The same result could be seen both with and without discount codes. These results contribute to a positive insight of influencer marketing for businesses as the majority of the consumers were satisfied with their purchases. The research paper is written in english.

Fast fashion-industrin blir ständigt anklagad för att inte vara hållbar och konsumenters kunskap om hållbarhet är bristande. Forskning visar att konsumenternas förståelse för fast fashion-industrin och hur det påverkar omvärlden är nyckeln för att nå förändring och en hållbar industri. I och med att intresset för hållbarhet har ökat senaste åren och att engagemang är en viktig faktor för att skapa konkurrensfördelar för företag är syftet med arbetet att analysera svenska fast fashion-företags hållbarhetskommunikation på Instagram samt undersöka vilka faktorer som är viktiga för konsumentengagemang. Studien genomfördes med en kvalitativ innehållsanalys på Instagram med hjälp av en analysmodell som skapats baserad på tidigare forskning där hållbarhetskommunikation och konsumentengagemang kategoriserats utifrån olika faktorer. Resultatet av studien visade att företagen kommunicerade hållbarhet i liten utsträckning men att när det väl kommunicerades gjordes på ett sätt som speglade respektive företags fokus. Hållbarhetskommunikationen på Instagram bestod i störst utsträckning av miljömässig och social hållbarhet där bilder var det mest använda formatet. Modefotografering, produktfoto, användargenererat innehåll och människor var motiven som kommunicerades mest. I företagens hållbarhetsinlägg kommunicerades hållbara affärspraxis, arbetet för beteendeförändring och insamlingar för att öka medvetenheten för hållbarhetsfrågor. För aktivt konsumentengagemang konstateras att det är viktigt för fast fashion-företag att identifiera företagets målgrupp. Hållbarhetsinlägg som kommunicerades genom video genererade mer engagemang än bilder. Inlägg som illustrerade modefotografering och användargenererat innehåll engagerade konsumenter mest. Konsumenterna engagerades främst av känslomässigt laddade inlägg där företag ökade medvetenheten för hållbarhetsfrågor genom bland annat insamlingar till välgörenhet. Studien avslutas med en vägledning för svenska fast fashion-företag med en b, The fast fashion-industry is constantly accused of being unsustainable and consumers' knowledge of sustainability is lacking. Studies show that consumers' understanding of the fast fashion-industry and how it affects the outside world is the key to achieving change and a sustainable industry. With the interest in sustainability increasing in recent years and engagement being an important factor in creating competitive advantages for companies, the purpose of this study is to analyze Swedish fast-fashion companies' sustainability communication on Instagram and examine which factors are important for consumer engagement. The study was conducted through a qualitative content analysis on Instagram where a conceptual model, based on previous research, was used to categorize different factors of sustainability communication and consumer engagement. The results of the study showed that the companies communicated sustainability to a small extent, but when they did, it reflected the respective companies focuses. The sustainability communication on Instagram consisted mostly of environmental and social sustainability, where images were the most used format. Fashion photography, product photography, user-generated content and people were the most used factors by the companies. Sustainable business practices, social marketing and fundraising was used most frequently by the companies to raise awareness of sustainability issues. For consumers to be engaged, it is important for fast fashion-companies to identify their target group. Sustainability posts communicated through video generated more engagement than images. Posts that illustrated fashion photography and user-generated content engaged consumers the most. Consumers were especially engaged by emotional triggering posts where companies raised awareness of sustainability issues through fundraising. The study concludes by guidance for Swedish fast fashion-companies with a description of how sustainability can be communicated t

In recent years, the consumption and production of clothing has increased radically because of Fast fashion. Fast fashion is a business model, which means that clothes are sold at cheap prices and enables and encourages the consumer to buy more clothes. The fast fashion industry offers both physical stores and online stores to constantly offer new garments in the latest trends to the consumers. The fashion industry has a large negative impact on the environment. One of the main purposes of this study is to examine the consumers knowledge and attitudes towards fast fashion and see if these match their behaviour. The study is based on the behavioural theory Value Action Gap where parts of this theory is used to obtain the result. The survey also studies whether there are differences between different genders, age and education regarding this subject. To find a reliable result, a quantitative survey was created in which 107 people participated. The survey was created in Survey & Report and later analysed in SPSS. The diagrams were created in Word. The result shows a certain lack of knowledge among the participants. Knowledge is a fundamental basis for people to make more environmentally friendly decisions. The results also show that consumers believe that the clothing industry contributes with a major threat to the environment, where the majority think that the threat affects them in one way or the other. Despite the consumers attitudes towards fast fashion, their attitudes do not always match their behaviours. The result also indicates that there are differences within the groups of people. There are more women who believe that they are affected by the clothing industry's environmental impact, even though women consume more of the clothes in question. Compared to the lower education group, most of the people with longer education believe that the clothing industry poses a threat to the environment. The results also enlightens that there are more of the older parti, Under de senaste åren har konsumtionen och produktionen av kläder ökat radikalt till följd av Fast fashion. Fast fashion är en affärsmodell som innebär att kläder säljs för billiga priser och gör det möjligt för konsumenten att handla mer kläder. Fast fashion erbjuder fysiska butiker och online-butiker möjligheten att ständigt kunna erbjuda konsumenterna nya plagg efter det senaste trenderna. Klädindustrin har en stor negativ inverkan på miljön. Syftet med denna studie är att undersöka konsumenters kunskaper och attityder till fast fashion samt se om dessa stämmer överens deras beteenden. Studien använder sig av beteendeteorin Value Action Gap där delar av teorin används för att ta fram resultatet. Undersökningen studerar även om det finns skillnader mellan olika kön, ålder och utbildning. Metoden som används är en kvantitativ enkätundersökning där 107 personer deltog. Enkäten skapades i Survey & Report och analyserades sedan i SPSS. Diagrammen gjordes i Word. Resultatet visar att det finns viss brist på kunskap hos deltagarna. Kunskap är en viktig grund för att människan ska vilja agera mer miljövänligt. Studiens resultat visar även att konsumenterna anser att klädindustrin utgör att stort hot mot miljön där den större delen tycker att hotet berör dem. Trots konsumenternas attityd till fast fashion visar det sig att deras attityder inte alltid stämmer överens med deras beteenden. Resultatet indikerar även att det finns skillnader inom de olika grupperna. Det är fler kvinnor som anser att de berörs av klädindustrins miljöpåverkan även om det är fler kvinnor som handlar kläder oftare. För de med längre utbildning anser de flesta att klädindustrin utgör ett hot mot miljön. Jämfört med de lägre utbildningsgrupper. Resultatet visar även att det är fler av de äldre som oftare väljer kläder med miljöcertifiering jämfört med de yngre.

The purpose of this study was to better understand how consumers of fast fashion clothing with different shopping motivations consider sustainability during their purchase. The different shopping motivations are hedonic and utilitarian, which are respectively the emotion of shopping and the function of shopping. The main question for this research was “How do consumers of fast fashion clothing with different motivations (hedonic or utilitarian) consider sustainability during their purchase?” This qualitative research made use of 11 focus groups and a total of 44 participants to obtain in-depth data. The participants were divided into whether their main shopping motivation was hedonic, or utilitarian based on how they answered specific questions. The answers from both groups were compared with each other to find possible differences. When weighing the evidence and conclusions from the research, it appears relatively likely that there are no significant differences between consumers with a hedonic main shopping motivation and consumers with a utilitarian main shopping motivation. This leads to the conclusion of the main question, which is that there is no difference in how consumers of fast fashion clothing with different motivations consider sustainability during their purchase.

Idag konsumeras en betydligt större mängd kläder än för ett decennium sedan, samtidigt som de inte används i samma utsträckning. Detta beteendemönster i samband med fast fashion-industrins upptakt resulterar i överkonsumtion, vilket fått omfattande konsekvenser för miljön. För att motarbeta fast fashion-konsumtion har alternativa konsumtionsmetoder utvecklats, såsom kollaborativ konsumtion i form av uthyrning. Under branschens utveckling har ett flertal modeuthyrningstjänster för vardagsbruk försökt etablera sig på svenska marknaden med varierande resultat. Under en ettårsperiod från 2022 till 2023 ansökte fyra av Sveriges största aktörer inom modeuthyrning på onlinemarknaden om likvidering, vilket har lämnat den svenska marknaden utan uthyrningsalternativ för vardagskläder. Ett ämne som kan beaktas är om fast fashion-konsumtionens tillgänglighet och slagkraft bidragit till uthyrningstjänsternas nuvarande position. Studien syftar till att undersöka fast fashion-konsumtionens påverkan av kläduthyrning för vardagsbruk. Genom att studera zillennials attityder till fast fashion kontra kläduthyrning är avsikten att skapa en ökad förståelse kring om fast fashion bidrar till minskad kollaborativ modekonsumtion. Detta undersöks med hjälp av en litteraturstudie samt utvalda respondenter genom att kvalitativa data samlas i form av fokusgruppsintervjuer. Studien har funnit att fast fashion delvis skapar utmaningar för kläduthyrning men att det även finns andra faktorer oberoende av fast fashions existens som skapar ogynnsamma förhållanden. Ett avsaknat behov till följd av fast fashions tillgänglighet, okunskap om innebörden av uthyrningstjänster och orosmoment kring konceptet ligger till grund för konsumenternas inställning till kollaborativ modekonsumtion., Today, a considerable volume of clothing is consumed compared to a decade ago. Simultaneously, they are not used to the same extent. This behavioral pattern in connection with the fast fashion industry’s growth results in over consumption, which has extensive consequences for the environment. To counteract fast fashion consumption, alternative consumption methods have been developed, like collaborative fashion consumption as fashion rental. During the development of the industry, there have been multiple fashion rental services for everyday apparel. These have tried to establish themselves on the Swedish market with varied results. During a one-year-period from 2022 to 2023, four of Sweden’s biggest actors within fashion rental online applied for liquidation. This has left the Swedish market without rental options for everyday apparel. Thus, the subject to consider is if the availability and pulling power of fast fashion consumption has contributed to the fashion rental services current position. The study aims to investigate the impact fast fashion consumption has on fashion rental services for everyday apparel. By studying zillennials’ attitudes towards fast fashion versus fashion rental services, the intention is to create an increased understanding of whether fast fashion contributes to decreased collaborative fashion consumption. This will be investigated using a literature study, as well as collecting qualitative data through focus group interviews with selected respondents. The study has found that fast fashion partly creates challenges for clothing rental, but that there are other factors independent of fast fashion's existence that creates a disadvantage. The lack of need as a result of fast fashion's accessibility, lack of knowledge of the meaning of rental services and concerns about the concept lays the foundation for consumer attitudes towards collaborative fashion consumption.

This thesis is situated in the research field of electronic commerce, specifically the aspect of fast fashion brands. This has drawn consumer interest because they find struggles when shopping for clothes online due to their inability to try the product before purchasing from sellers, which tends to result in information asymmetry. Therefore, they may be more hesitant to purchase online due to the perceived risk that results in low level of trust while shopping clothes online; therefore, businesses should strive to alleviate their concerns. Previous research has shown that electronic word of mouth (e-WOM) can guide and increase confidence. The purpose of this study is to gain a better understanding of how consumers perceive online reviews as ways of reducing information asymmetry and reduce risk in order to ensure that they will be satisfied with their purchase. Furthermore, many factors identified in previous research that could influence the use of online reviews were identified and analyzed in the context of fast fashion for this study. Therefore, the study discovered several factors that influenced the use of online reviews. This study investigates the role of trust as a mediator between customers' perception of electronic word-of-mouth (eWOM) and their subsequent actions. Specifically, the study focuses on the influence of the perceived usefulness of online reviews on customer trust in fast fashion websites. To gain a comprehensive understanding of consumers' opinions on online reviews, a qualitative research approach employing semi-structured interviews was conducted. The interviews provided participants with the opportunity to elaborate on their responses and provide nuanced insights. The findings indicate that fast fashion brands should prioritize the inclusion of online reviews and enhance their mechanisms based on the factors identified in this study. By recognizing the importance of customer trust and addressing the perceived usefulness of online review

Sustainability has over the years been of interest and not least to the fast fashion industry. The phenomenon of sustainability reports has therefore occurred by small and large companies produced for society today. Companies present a list of past, present and future sustainable activities to suppliers, competitors, shareholders and customers. Furthermore, the fast fashion industry has grown and consumption tends to be higher than ten years ago. The information shared is therefore important to see how these activities are communicated to society, not at least to customers. Sustainability awareness is today a valuable tool for sustainable trust in companies. Thus, the purpose of this thesis was to investigate which sustainability issues are presented in sustainability reports by companies and by customers. Empirical results were obtained using a qualitative multi-method, where Critical Discourse Analysis was adopted by the authors to interpret sustainability reports from seven Swedish companies interpreted as fast fashion. The authors then analysed the results of CDA of sustainability reports with the aim to find out how the sustainable issues are presented to society in variants, differences, images and language. In addition, semi-structured interviews with questions based on CDA and literature review were conducted to gain perspectives and a deeper understanding of the customers.The conclusion of this thesis showed that customers can be involved in companies' sustainable activities, although it tends to differ. Customers perceived sustainability reports in today's situation as low transparency and the trust is not as high as it could be. The GIOIA method was therefore conducted to see how these first concepts from customer interviews relate to the second theme of CDA. Furthermore, four dimensions could be constructed with further suggestions for companies that produce sustainability reports to customers on the issues of trust, transparency, customer awareness and

Online consumption and e-tail have clearly increased in recent years, largely sinceaccessibility is an advantage that consumers notice as beneficial. The availability of e-tail has also received clear environmental disadvantages, as returns are an inevitable part of online orders. The increased return rate results in large amounts of greenhouse gas emissions, something customer groups with environmental awareness has perceived. Which leads to the purpose of this research, to provide information about environmentally conscious consumers, their behaviors, and intentions towards e-tail returns. Theinformation collected, can be of great significance to fast fashion companies, e-tail platforms, and decision-makers, to guide them in developing effective strategies aimed at promoting sustainable consumption behaviors and mitigating the detrimental environmental effects associated with returns.The empirical findings were gathered through qualitative research, where semi-structured interviews were conducted on 15 Swedish e-tail consumers in the ages 24-44. The empirical evidence was analysed with a Thematic Analysis and discussed in context with the secondary data to strengthen the collected empirical evidence.The conclusion of the thesis portray that the participating environmentally conscious consumers have a predominant insight regarding the environmental impact that occurs when returning e-tail purchases. The research shows that environmental awareness is considered when ordering and returning garments, however, to varying extents, which leads to inconsistent actions. The participants have more environmental thinking regarding the product, production, delivery and consumption i.e., the buying process that directly affects the participants. However, conflicts are identified in several aspects such as that environmental communication from e-tail companies is difficult to understand, economic aspects and the conflict of the desire for certain garments. In summary, the resul

The aim of the study is to further understand the factors influencing consumer behavior in the fast fashion segment. The study is done from a consumer perspective where 84 consumers were asked questions regarding their preferences, behaviors, and habits while shopping, and which aspects they are most keen about while visiting fast fashion stores. After the data was collected from the respondents it has been analyzed with SPSS to answer the two hypotheses, if price and assortment are essential factors for consumers in the fast fashion branch. Findings from the analysis made it clear that price is by far the most important factor for consumers while assortment is essential as well but not in comparison with price. Therefore, it is important for companies within the fast fashion segment to be aware of their competitors price levels to be able to stand out, create and obtain a competitive advantage and preserve or expand their market share., Syftet med undersökningen är att skapa en ökad förståelse för faktorerna som påverkar konsumentbeteendet inom fast fashion branschen. Genom den ökade förståelsen är det möjligt för företag att utveckla sina kunskaper om sina kunder och på så vis utveckla deras lönsamhet och kundnöjdhet. Undersökningen grundar sig i ett konsumentperspektiv där 84 konsumenter svarade på en enkät som innehöll frågor om deras preferenser, beteenden och vanor vid köp av kläder från fast fashion butiker, online eller fysiskt i butik. Respondenternas svar analyserades därefter med hjälp av SPSS för att svara på arbetets två hypoteser, om pris och sortiment är två viktiga faktorer för konsumenter inom fast fashion branschen. Arbetet visade att pris är den faktor som flest konsumenter prioriterar när de köper kläder. Även sortiment är något som konsumenter prioriterar vid konsumtion, men förhållandevis lågt jämfört med pris. Det är därför viktigt för företag inom fast fashion branschen att vara medvetna om konkurrenternas prisnivå för att på så vis skapa och behålla marknadsandelar samt konkurrensfördelar.

Konsumtionen av fast fashion-kläder har ökat och bidrar till en negativ påverkan på klimatet. EU-kommissionen har därför lagt fram strategin hållbara och cirkulära textilier som syftar till att göra fast fashion omodernt fram tills 2030. Syftet med uppsatsen är att kartlägga och analysera den svenska marknaden för fast fashion genom Structure-Conduct-Performance-modellen, samt att analysera marknadens framtid med och utan EU:s strategi i åtanke. Uppsatsen tillämpar en kombination av kvantitativ och kvalitativ metod. En viktig aspekt av metoden är att samla in empirisk data genom att utnyttja relevant information, statistik, akademiska rapporter och andra analyser från sekundära källor. Dessa metoder används för att beskriva fast fashion-marknaden och uppnå uppsatsens syfte. Marknadsanalysen utifrån SCP-modellen visar att marknaden har få regleringar som påverkar den direkt. Majoriteten av konsumenterna på marknaden är yngre kvinnor. På marknaden finns företag med både stabila och volatila samt positiva såväl som negativa vinstmarginaler. Samtliga företag strävar efter att effektivisera sitt produktionsled för att kunna anpassa sig till de senaste modetrenderna. Sammantaget kommer implementeringen av EU:s strategi att ha en betydande påverkan på framtiden för fast fashion-marknaden. Det är viktigt att notera att vinstmarginalen är den enda variabeln som inte kommer att förändras oavsett om EU:s strategi implementeras eller inte. Däremot kommer övriga aspekter av marknaden att se annorlunda ut beroende på strategins införande., The consumption of fast fashion-clothing has increased and contributes to a negative impact on the climate. The European Commission has presented the Sustainable and Circular Textiles Strategy, which aims to make fast fashion obsolete by 2030. The purpose of the paper is to map and analyze the Swedish market for fast fashion through the Structure-Conduct-Performance model, and to analyze the future of the market with and without the EU strategy in mind. The paper applies a combination of quantitative and qualitative methodology. An important aspect of the methodology is to collect empirical data by utilizing relevant information, statistics, academic reports and other analysis from secondary sources. These methods are used to describe the fast fashion market and achieve the purpose of the thesis. The market analysis based on the SCP model shows that the market has few regulations that affect it directly. The market includes companies with profit margins that can be both stable and volatile. All companies strive to streamline their production process in order to adapt to the latest fashion trends in time. Overall, the implementation of the EU strategy will have a significant impact on the future of the fast fashion-market. It is important to note that the profit margin is the only variable that will not change whether the EU strategy is implemented or not. However, other aspects of the market will look different depending on the implementation of the strategy.