Effect of Sustainability on Brand Equity - A Comprehensive Overview of the Fashion Market

Misik Rita (2020) Effect of Sustainability on Brand Equity - A Comprehensive Overview of the Fashion Market. Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar.

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Absztrakt (kivonat)

In the 21st century, materialism seems to be a characteristic that is embedded in human nature. The modern society’s desire to possess more and more material goods appears to be insatiable. The mass production of cheap, disposable clothing items offers us a variety of choices we’ve never seen before, constantly fueling our desire for shopping. But at what cost do we satisfy our longing for the latest trends? The fashion industry’s impact on our planet is compelling; water pollution, carbon emission, and the overflow of textile waste at landfills are just a few of the emerging issues attributed to this sector.Recent years, though, brought a significant change to people's mindsets about consumption, as the constantly declining state of our planet is becoming more and more alarming. Sustainability - the ability to live without exploiting our planet - has become a concept that everyday customers embrace and get involved with. This new, progressive, eco-friendly mentality made me curious to examine how it is reflected upon customers' perceived values regarding fashion brands.In my paper, I take a closer look at customers’ views on sustainability and its effect on brand equity. I identify the demographic groups that are most responsive to the sustainable ideology and explore the extent that they are willing to pay more for these kinds of products. To find answers for my questions, I created an online survey where I asked Hungarian costumers’ opinions on their perception of sustainable brands. I then analyzed the collected data with the help of different statistical methods in order to explore the relationship between demographic groups and their preferences. A personal interview was conducted as well, with a Hungarian sustainable swimwear brand called Undersea Wear.I discovered that Hungarians highly value the sustainable efforts of clothing companies, but factors like price and quality play more important roles in the buying decision process. The majority of the customers are willing to pay the premium prices to some extent, but they are still rather price conscious. Green marketing is a highly influential tool of sustainable brands, especially when kids are involved in the campaigns.The findings of my paper highlight the fact that, with the collective effort of brands and their customers, it is possible to change for the better. Both sides display willingness to contribute to a more sustainable future.

Intézmény

Budapesti Gazdasági Egyetem

Kar

Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar

Tanszék

Kereskedelem Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Kereskedelem és marketing

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	added value, brand equity, brand positioning, fashion, sustainability
SWORD Depositor:	Archive User
Felhasználói azonosító szám (ID):	Archive User
Rekord készítés dátuma:	2021. Feb. 08. 13:46
Utolsó módosítás:	2021. Feb. 08. 13:46

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