Motivacijski dejavniki za izogib nakupu izdelkom hitre mode

Župan Muck, Pia (author), Podnar, Klement (mentor)

Hitra moda in njeni izdelki dandanes predstavljajo središče zahodne modne potrošnje. Pri hitri modi gre za specifično vrsto produkcijskih obratov, kjer imajo izdelki značilno kratke življenjske cikle. Za doseganje čim večjih zaslužkov podjetja hitre mode pogosto uporabljajo moralno in etično sporne prakse. Zavedanje o vplivih hitre mode na okolje, domačo proizvodnjo, o neetičnostih delovnih praks in o drugih spornih problematikah se sicer na splošno viša, a vseeno je dejavnikov, ki vplivajo na izogibanje izdelkom hitre mode več – vključujoč tiste, ki niso nujno v navezavi z zavedanjem o spornih problematikah. Zanimalo nas je, kateri dejavniki in v kolikšni meri vplivajo na izogibanje hitri modi. Vpliv dejavnikov smo preverjali s pomočjo kvantitativne raziskave, v katero je bilo vključenih 162 enot. Zastavili smo pet hipotez in med njimi potrdili dve.

• Language: Slovenian
• Keywords: hitra moda, izogibanje tržnim znamkam, potrošništvo, motivacijski dejavniki
• Work type: Bachelor thesis/paper
• Organization: FDV - Faculty of Social Sciences
• Year: 2019
• PID: 20.500.12556/RUL-110819
• COBISS.SI-ID: 36454749
• Publication date in RUL: 20.09.2019

Secondary language

• Language: English
• Title: Motivational drivers for fast fashion avoidance

Abstract

Fast fashion, together with its products, represents the core of contemporary Western fashion consumption. It is known for its specific production practices in which products face significantly short life cycles. In order to maximize their profits, fast fashion companies often use morally and ethically questionable practices. Awareness of the environmental effects of fast fashion, its effects on domestic production, unethical labour practices and other issues is on the rise, but there are also motivational drivers for avoidance which are not necessarily directly related to one's awareness of questionable issues that should be studied. We were interested in which factors influence avoiding the consumption of fast fashion products and to what extent they do so. The influence of these drivers was verified through a quantitative survey involving 162 units. We proposed five hypotheses and ultimately confirmed two of them.

• Keywords: fast fashion, brand avoidance, consumerism, motivational factors