Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.

 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference
 EMAC 2021 Annual Conference
 EMAC 2021 Regional Conference
 EMAC 2022 Annual
 EMAC 2022 Regional Conference

EMAC 2021 Regional Conference

The perception of sustainability initiatives of a fast fashion company among young adults

Published: September 22, 2021


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


Sustainable fashion consumption; H&M; Young adults


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.