Finnish Consumers’ Attitudes Towards Sustainable Fashion
Federiko, Jenifa (2022)
Federiko, Jenifa
2022
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2022052612255
https://urn.fi/URN:NBN:fi:amk-2022052612255
Tiivistelmä
The objective of the thesis is to learn about the attitudes of Finnish people towards sustainable fashion. The aim is to find out through research if consumers in Finland are interested in sustainable fashion consumption and if they are aware of the negative impacts fashion has on the environment and society. The research questions were: “Are people in Finland interested in consuming sustainable fashion?” and “Are people in Finland aware of the harmful impacts fashion has on the environment and society?”.
The theoretical framework was built using data obtained from academic studies, books, articles, and reports. The theory consists of the following topics: definition of fashion and sustainability, sustainable fashion and its other form ethical fashion, impacts fashion has on the environment and society as well as attitudes and behaviours of consumers in sustainable fashion consumption.
A quantitative method was used to answer the research questions. An online questionnaire was conducted for two weeks and it consisted of twelve different questions regarding Finnish consumer attitudes, interests, and awareness of sustainable fashion. The survey also included questions about Finnish consumers' current clothing consumption and disposal habits to determine whether they practice sustainability.
The research found that the majority of the Finnish people were interested in sustainable fashion consumption and are aware of the negative impacts fashion has on society and the environment. Some even expressed willingness to pay more for sustainable fashion. However, despite their positive attitudes, their current clothing consumption habits revealed that ethical and environmental factors do not influence their clothing purchasing decisions.
In conclusion, the study reveals that Finnish people support sustainable fashion. However, to make actual sustainable fashion purchases, they must have the necessary and sufficient knowledge of the consequences of unethical fashion consumption and production.
The theoretical framework was built using data obtained from academic studies, books, articles, and reports. The theory consists of the following topics: definition of fashion and sustainability, sustainable fashion and its other form ethical fashion, impacts fashion has on the environment and society as well as attitudes and behaviours of consumers in sustainable fashion consumption.
A quantitative method was used to answer the research questions. An online questionnaire was conducted for two weeks and it consisted of twelve different questions regarding Finnish consumer attitudes, interests, and awareness of sustainable fashion. The survey also included questions about Finnish consumers' current clothing consumption and disposal habits to determine whether they practice sustainability.
The research found that the majority of the Finnish people were interested in sustainable fashion consumption and are aware of the negative impacts fashion has on society and the environment. Some even expressed willingness to pay more for sustainable fashion. However, despite their positive attitudes, their current clothing consumption habits revealed that ethical and environmental factors do not influence their clothing purchasing decisions.
In conclusion, the study reveals that Finnish people support sustainable fashion. However, to make actual sustainable fashion purchases, they must have the necessary and sufficient knowledge of the consequences of unethical fashion consumption and production.