Consumers’ purchase intentions for buying ethical clothing: Case company: Kure
Seiteri, Miia (2019)
Seiteri, Miia
2019
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2019052812427
https://urn.fi/URN:NBN:fi:amk-2019052812427
Tiivistelmä
The purpose of this thesis is to find out what factors affect consumer’s purchase decision when buying ethical clothing, and how the case company can provide information about the brands’ ethics. The research is conducted in order to serve the customer better by understanding what kind of information they are interested in acquiring and how. The thesis is commissioned by Kure, a Finnish design store selling clothing, accessories and home décor. The focus of this thesis is on the purchase of ethical clothing.
The theoretical framework is collected from various books, articles and webpages, and begins by introducing main theory behind consumer behaviour and decision-making process, as well as ethical buying. The theory part continues with discussion about ethical clothing, the slow fashion movement, sustainability, transparency and issues in the fashion industry.
In order to find out about the consumer’s buying behaviour and opinions, a quantitative research method was chosen by conducting a structured questionnaire. An electronic survey was used to gather information through Kure’s Facebook and brick-and-mortar store.
According to the survey there is a lot of interest towards more ethical options in clothing purchasing. The findings indicate that consumers want information about ethics to be easily available while shopping. More transparency and easily accessible information about brands and their products are required by consumers. The topic is very current and when consumers are becoming more informed and knowledgeable on ethical matters, they can require better practices from companies and push the fashion industry to improve its social and environmental impacts.
The theoretical framework is collected from various books, articles and webpages, and begins by introducing main theory behind consumer behaviour and decision-making process, as well as ethical buying. The theory part continues with discussion about ethical clothing, the slow fashion movement, sustainability, transparency and issues in the fashion industry.
In order to find out about the consumer’s buying behaviour and opinions, a quantitative research method was chosen by conducting a structured questionnaire. An electronic survey was used to gather information through Kure’s Facebook and brick-and-mortar store.
According to the survey there is a lot of interest towards more ethical options in clothing purchasing. The findings indicate that consumers want information about ethics to be easily available while shopping. More transparency and easily accessible information about brands and their products are required by consumers. The topic is very current and when consumers are becoming more informed and knowledgeable on ethical matters, they can require better practices from companies and push the fashion industry to improve its social and environmental impacts.