Exploring the impact of green labelling on consumer purchasing decisions in fashion in Finland
Le, Sa (2023)
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023121437247
https://urn.fi/URN:NBN:fi:amk-2023121437247
Tiivistelmä
The negative social and environmental effects of the fashion industry have push the introduction of sustainability measures, such as the use of green labelling to influence consumer purchasing decisions. The purpose of this thesis is to inspect the influence of green labelling on consumer purchasing decisions in Finland’s fashion market. The study uses a qualitative research methodology to analyse consumer behaviors when seeing green labelled products.
The study targets are Millennials and Generation Z in Finland who has purchased fashionable items within a year.
The study’s findings offer important understandings of how consumers in Finland perceive and react green labelling in the fashion industry. The study investigates how much green labelling affects consumer decision-making, what influences consumers’ attitudes toward green labelling, and how consumers understand the information provided by the green labels.
By addressing the knowledge gap on how green labelling affects consumer purchasing decisions in the fashion industry, this thesis offers suggestions for companies and researchers on promoting consumption patterns in Finland’s fashion industry.
The study targets are Millennials and Generation Z in Finland who has purchased fashionable items within a year.
The study’s findings offer important understandings of how consumers in Finland perceive and react green labelling in the fashion industry. The study investigates how much green labelling affects consumer decision-making, what influences consumers’ attitudes toward green labelling, and how consumers understand the information provided by the green labels.
By addressing the knowledge gap on how green labelling affects consumer purchasing decisions in the fashion industry, this thesis offers suggestions for companies and researchers on promoting consumption patterns in Finland’s fashion industry.