Sustainable Fashion Communication in Retail
Autor(a) principal: | |
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Data de Publicação: | 2022 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10400.6/12512 |
Resumo: | This dissertation focuses on seeking communication-based solutions for increasing sustainable fashion consumption, particularly using ecolabels since there are few tools currently available for communicating sustainability in brick-and-mortar stores. To find those solutions, the author followed a mixed methods research based on two stages. The exploratory stage was divided into four interviews with fashion and sustainability experts, followed by a focus group with consumers. The confirmatory stage gathered a larger number of consumer data through a survey performed online, employing clothing label comparisons to understand the efficacy of distinct ecolabeling strategies indirectly. Overall, the results showed tremendous potential for using ecolabels as sustainability communication tools. Nonetheless, these labels only facilitated an increase in sustainable fashion consumption when presented with certain characteristics, namely being certified by an independent third-party and using visual systems, such as the ones similar to the systems applied in the energy efficiency certification created by the European Union for household goods, to inform consumers. Lastly, the investigation found that it is crucial to continue betting on consumer education regarding sustainability. |
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Sustainable Fashion Communication in RetailThe role of ecolabels in sustainable fashion consumptionBrick-and-Mortar RetailEcolabelsSustainability CommunicationSustainable ConsumptionSustainable FashionDomínio/Área Científica::Humanidades::Artes:: Branding::Design de ModaThis dissertation focuses on seeking communication-based solutions for increasing sustainable fashion consumption, particularly using ecolabels since there are few tools currently available for communicating sustainability in brick-and-mortar stores. To find those solutions, the author followed a mixed methods research based on two stages. The exploratory stage was divided into four interviews with fashion and sustainability experts, followed by a focus group with consumers. The confirmatory stage gathered a larger number of consumer data through a survey performed online, employing clothing label comparisons to understand the efficacy of distinct ecolabeling strategies indirectly. Overall, the results showed tremendous potential for using ecolabels as sustainability communication tools. Nonetheless, these labels only facilitated an increase in sustainable fashion consumption when presented with certain characteristics, namely being certified by an independent third-party and using visual systems, such as the ones similar to the systems applied in the energy efficiency certification created by the European Union for household goods, to inform consumers. Lastly, the investigation found that it is crucial to continue betting on consumer education regarding sustainability.A presente dissertação centra-se em procurar soluções baseadas na comunicação para aumentar o consumo de moda sustentável, particularmente através do uso de rótulos de sustentabilidade (ecolabels), dado que estes são uma das poucas ferramentas que se encontram disponíveis atualmente para informar o consumidor relativamente à sustentabilidade de uma peça de roupa em lojas físicas. Na procura por tais soluções, foi realizada uma investigação de métodos mistos, conduzida em duas fases. A fase exploratória contou com a realização de quatro entrevistas a profissionais das áreas da moda e da sustentabilidade, seguida de um focus group com consumidores. A fase confirmatória permitiu reunir dados de um grupo mais alargado de consumidores, através de um questionário online, no qual foram utilizadas comparações de etiquetas de roupa para perceber, de forma indireta, a eficácia de variadas estratégias de comunicação de sustentabilidade. De forma geral, os resultados mostraram um grande potencial para a utilização de ecolabels enquanto ferramentas de comunicação de sustentabilidade. No entanto, estes apenas possibilitavam um aumento no consumo de moda sustentável aquando da presença de certas características, como a certificação por entidades independentes e a utilização de sistemas visuais para transmitir informação aos consumidores, como um modelo similar ao sistema de certificação de eficiência energética criado pela União Europeia e utilizado em eletrodomésticos. É igualmente essencial continuar a apostar na educação dos consumidores para assuntos relacionados com a sustentabilidade.Rousseau, José António PereirauBibliorumSilva, Mariana Pereira2022-12-13T14:40:17Z2022-07-282022-07-012022-07-28T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.6/12512TID:203115503enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-12-15T09:55:43Zoai:ubibliorum.ubi.pt:10400.6/12512Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T00:52:05.998165Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Sustainable Fashion Communication in Retail The role of ecolabels in sustainable fashion consumption |
title |
Sustainable Fashion Communication in Retail |
spellingShingle |
Sustainable Fashion Communication in Retail Silva, Mariana Pereira Brick-and-Mortar Retail Ecolabels Sustainability Communication Sustainable Consumption Sustainable Fashion Domínio/Área Científica::Humanidades::Artes:: Branding::Design de Moda |
title_short |
Sustainable Fashion Communication in Retail |
title_full |
Sustainable Fashion Communication in Retail |
title_fullStr |
Sustainable Fashion Communication in Retail |
title_full_unstemmed |
Sustainable Fashion Communication in Retail |
title_sort |
Sustainable Fashion Communication in Retail |
author |
Silva, Mariana Pereira |
author_facet |
Silva, Mariana Pereira |
author_role |
author |
dc.contributor.none.fl_str_mv |
Rousseau, José António Pereira uBibliorum |
dc.contributor.author.fl_str_mv |
Silva, Mariana Pereira |
dc.subject.por.fl_str_mv |
Brick-and-Mortar Retail Ecolabels Sustainability Communication Sustainable Consumption Sustainable Fashion Domínio/Área Científica::Humanidades::Artes:: Branding::Design de Moda |
topic |
Brick-and-Mortar Retail Ecolabels Sustainability Communication Sustainable Consumption Sustainable Fashion Domínio/Área Científica::Humanidades::Artes:: Branding::Design de Moda |
description |
This dissertation focuses on seeking communication-based solutions for increasing sustainable fashion consumption, particularly using ecolabels since there are few tools currently available for communicating sustainability in brick-and-mortar stores. To find those solutions, the author followed a mixed methods research based on two stages. The exploratory stage was divided into four interviews with fashion and sustainability experts, followed by a focus group with consumers. The confirmatory stage gathered a larger number of consumer data through a survey performed online, employing clothing label comparisons to understand the efficacy of distinct ecolabeling strategies indirectly. Overall, the results showed tremendous potential for using ecolabels as sustainability communication tools. Nonetheless, these labels only facilitated an increase in sustainable fashion consumption when presented with certain characteristics, namely being certified by an independent third-party and using visual systems, such as the ones similar to the systems applied in the energy efficiency certification created by the European Union for household goods, to inform consumers. Lastly, the investigation found that it is crucial to continue betting on consumer education regarding sustainability. |
publishDate |
2022 |
dc.date.none.fl_str_mv |
2022-12-13T14:40:17Z 2022-07-28 2022-07-01 2022-07-28T00:00:00Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10400.6/12512 TID:203115503 |
url |
http://hdl.handle.net/10400.6/12512 |
identifier_str_mv |
TID:203115503 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.source.none.fl_str_mv |
reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
instname_str |
Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
instacron_str |
RCAAP |
institution |
RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
collection |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
repository.name.fl_str_mv |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
repository.mail.fl_str_mv |
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1799136409415581696 |