FAST , GREEN & CONSCIOUS A study of marketing In the context of fast fashion

In this study we have examined opinions regarding how green marketing is used in the fast fashion industry. Previous studies in the topics of fast fashion shows that the concept is increasing at the same time as the demand for sustainable products are greater than ever before. Companies uses green marketing in order to meet the demand for sustainable products, but green marketing is often used in a wrong way and products are marketed as more green than they are. We wanted to see consumers understanding of green marketing campaigns from fast s and opinions about sustainability strategies and green products have been discussed in order to meet our purpose to see how young consumers perceive green marketing in the fast fashion context? Our study is based on a qualitative research and two focus groups were used for the collecting of empirical data. A previous field study about consumers responsibility toward fast fashion has additionally has been used as both inspiration to the chosen topic and the results has been used for problem discussion and in the discussion chapter in this study. The theoretical framework contains of the parts fast fashion, consumer behaviour, sustainability, green marketing and green campaigns. All parts are chosen to its relevance to the issue and are discussed from a fashion perspective. Results from our study shows that young consumers in age of 20 to 30 years old don't perceive green marketing. The connection between fast fashion and green marketing is unclear and consumers don't relate fast fashion with sustainability. Young low knowledge about green marketing and sustainability in the fast fashion context is a reason why they don't care about the environment when buying clothes. Our study further shows that consumers associates sustainable collections with limited assortments, unattractive and expensive products and therefore prefer other products. Finally this study shows that consumers want green marketing to communicate a clearer message to understand the advantages of buying green. Table of content 1 Introduction . 1 1.1 The background of fast fashion . 1 1.1.1 The start of green marketing . 2 1.2 Problem Discussion . 3 1.3 Problem formulation . 4 1.4 Purpose . 5 1.5 Disposition . 5 2 Theoretical framework . 6 2.1 Fast fashion . 6 2.2 Consumer behaviour . 7 2.3 Sustainability . 7 2.3.1 Social responsibility . 8 2.4 Green marketing . 9 2.4.1 Green-washing . 11 2.4.2 Winning strategies for green marketing . 11 2.4.3 Effectiveness of marketing activities . 12 2.5 Green products . 12 2.5.1 Eco labelling products. 13 2.6 Campaigns . 13 2.6.1 Green fashion campaigns . 13 2.6.2 Environmental conscious consumers . 14 2.7 Summing up . 14 3 Research method . 16 3.1 Research approach. 16 3.2 Study design: focus group . 16 3.2.1 Focus group recruitment . 17 3.2.2Focus group: data collection . 18 3.3 Secondary data: previous study . 19 3.4 Trustworthiness . 20 4 Results: Consumers perceptions of green marketing . 21 4.1 Fast fashion . 21 4.1.1 Focus group: recipient. 21 4.1.2 Focus group: reserved . 22 4.2 Consumer behaviour . 23 4.2.1 Focus group: recipient. 23 4.2.2 Focus group: reserved . 24 4.3 Sustainability . 25 4.3.1 Focus group: recipient. 25 4.3.2 Focus group: reserved . 25 4.4 Green marketing . 26 4.4.1 Focus group: recipient. 26 4.4.2 Focus group 2: reserved . 27 5 Results: Green marketing campaigns. 28 5.1 H&M Conscious Collection 2013 (without text and logotype) . 28 5.1.1 Focus group: recipient. 28 5.1.2 Focus group reserved . 29 5.2 H&M Conscious Collection 2013 (included text and logotype) . 29 5.2.1 Focus group: recipient. 29 5.2.2 Focus group: reserved . 30 5.3 H&M Conscious Collection 2011 (without text and logotype) . 31 5.3.1 Focus group: recipient. 31 5.3.2 Focus group: reserved . 31 5.4 H&M Conscious collection 2011 (included text and logotype) . 32 5.4.1 Focus group: recipient. 32 5.4.2 Focus group: reserved . 32 5.5 Green labels . 32 5.5.1 Focus group: recipient. 32 5.5.2 Focus group: reserved . 33 5.6 Bik Bok 30% of on green products . 33 5.6.1 Focus group: recipient. 33 5.6.2 Focus group: reserved . 33 5.7 Greenpeace Detox campaign (Zara) . 33 5.7. 1 Focus group: recipient. 33 5.7. 2 Focus group: reserved . 34 5.8 Future of green marketing . 34 5.8. 1 Focus group: recipient. 34 5.8. 2 Focus group: reserved . 35 6 Discussion . 36 6.1 Perceptions of fast fashion . 36 6.2 Consumer behaviour .