The master's thesis examines sustainable fashion with a focus on the influence of social media and influencers promoting sustainable practices. One of the main problems with making fashion more sustainable is that clothes are often thrown away too quickly - before they are physically destroyed. The goal of sustainable fashion is to slow down the processes of production and consumption in order to create an industry that will be more sustainable in the long term. The results of the survey show that young people are familiar with the concepts of fast and sustainable fashion, but face limitations such as financial barriers and a lack of accessible offers. The key challenges for the wider popularity of second-hand shopping are the improvement of the offer, greater transparency in stores and seasonal adjustment of products. Influencers see second-hand shopping as an opportunity to express individuality and reduce environmental impact. They promote thoughtful shopping for quality pieces and dispel preconceived notions about second-hand clothing. Despite consumer awareness, second-hand shopping is still considered a complement to fast fashion. The wider acceptance of sustainable fashion requires the support of the state, companies and the media, as well as greater awareness of the importance of sustainability. Sustainable fashion has great potential to contribute to shaping future society by promoting responsible shopping habits, but it requires a change in consumer mindset and wider availability of sustainable solutions.
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