lnu.sePublications
Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
Sustainable Chic: A cross-cultural study on Millennials' perception of sustainability and intended buying behaviour in the fast fashion industry
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
2017 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Globalisation has led to a rising need for sustainable efforts, not least in the fast fashion industry which is associated with unsustainable procedures in order to meet consumers’ needs and desires. In the fast fashion industry, collections of ecological fabrics, fair working conditions as well as higher quality are examples of sustainable actions. Additionally, the increasingly globalised world has created a demand to comprehend how the deeply rooted national culture affects consumers in the international fast fashion industry. The main target segment of the fast fashion industry is the Millennial generation and should thereby be further emphasised. The relevance of these topics led to the formulation of following research question: How does national culture affect Millennials’ perception of sustainability and intended buying behaviour in the fast fashion industry?

The literature review introduces the five identified themes which are considered relevant in relation to the area of research; the Millennials, sustainability, fast fashion, sustainable consumer behaviour and culture. To finalise the literature review, a conceptual framework is presented which explains the connection between the themes. Furthermore, the thesis adopts a qualitative research method with an abductive approach. Therefore, four cross-cultural focus groups of 28 Millennials with seven different nationalities are conducted. This method is considered the most suitable for this thesis’ research area and purpose.

Further, the empirical findings and the analysis are combined into one chapter which creates a discussion between the literature review, especially Hofstede’s dimensions of national culture, and the gathered data. Finally, the conclusion includes the answer to the research question, theoretical and practical implications, limitations and suggestions for further research. The results of this thesis indicate that national culture affects the perception of sustainability and the intended buying behaviour in the fast fashion industry in a complex manner, since the impact of national culture depends on the combination of dimensions. Furthermore, certain dimensions appear to be more dominant and decrease the impact of others.

Place, publisher, year, edition, pages
2017. , p. 73
Keywords [en]
Cross-cultural, Fast fashion, Intended buying behaviour, Millennials, National culture, Perception of sustainability, Sustainability, Sustainable consumer behaviour
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-65081OAI: oai:DiVA.org:lnu-65081DiVA, id: diva2:1107751
Subject / course
Business Administration - Other
Educational program
International Business Programme, 180 credits
Supervisors
Examiners
Available from: 2017-06-21 Created: 2017-06-10 Last updated: 2017-06-21Bibliographically approved

Open Access in DiVA

Sustainable Chic(1576 kB)716 downloads
File information
File name FULLTEXT01.pdfFile size 1576 kBChecksum SHA-512
4cead62b254c5908b1f95b95803ed8359f4f1ae228dd921bba097618937a1cd4b7d3970e8816012b3c97ef3ba9b37d378620ee11ccb4933dcdfb720efd0850c0
Type fulltextMimetype application/pdf

By organisation
Department of Marketing
Business Administration

Search outside of DiVA

GoogleGoogle Scholar
Total: 716 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

urn-nbn

Altmetric score

urn-nbn
Total: 4886 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf