In the recent years, we can observe a growing trend towards sustainability and, consequently, an increase in sustainable products. However, since sustainability is such a new trend, it is pertinent to question what consumers truly understand and what factors influence their understanding. In my master's thesis, I explore the role of cultural capital in understanding sustainable fashion and recognizing the certifications that label it as such. The aim of the thesis is to answer my research question and determine whether and to what extent the level of cultural capital influences the understanding of sustainable fashion, specifically the trust in and recognition of sustainable fashion certifications. In the theoretical part, I define the concepts of sustainability and sustainable efforts, sustainable fashion, and cultural capital. In the empirical part, I analyse demographic data, the perception of sustainable fashion, and the trust and understanding of sustainable fashion certifications through my own research. The results of my research show that the more cultural capital a consumer has, the more likely they are to recognize the characteristics of sustainable fashion; however, this does not necessarily mean they will trust the certifications that denote sustainable fashion. The results also show that while cultural capital does influence the recognition of sustainable fashion certifications, it does so to an insufficient extent to be considered the sole influence.
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