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EMAC 2021 Regional Conference


The perception of sustainability initiatives of a fast fashion company among young adults
(R2021-104311)

Published: September 22, 2021

AUTHORS

Katja Kobilšek, University of Ljubljana; Mateja Kos Koklic, University of Ljubljana, School of Economics and Business

KEYWORDS

Sustainable fashion consumption; H&M; Young adults

ABSTRACT

This study seeks to explore how young adults perceive sustainability efforts of a fast fashion company before and after being exposed to a video campaign promoting sustainability. It employs a hybrid methodological technique, consisting of in-depth interviews intertwined with qualitative and quantitative experimental approach. The findings indicate that the majority of the 20 interviewees did not perceive H&M as an environmentally or socially conscious company. After watching the video, most respondents indicated that the campaign had a positive impact on them. Before and after measurement showed a positive increase of the perception of the brand, brand warmth, brand trust and perceived environmental consciousness of the H&M brand.