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SONAR|HES-SO regroupe les travaux de bachelor et master diffusables de plusieurs écoles de la HES-SO. Consultez cette page pour le détails.

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Vânia Leal_Final archival copy_Bachelor thesis.pdf
Bachelor thesis

The influence of nudging on consumer’s sustainable choices in the fashion industry : a comparison between luxury and fast fashion

  • Genève : Haute école de gestion de Genève

102 p.

Bachelor of Science HES in International Business Management: Haute école de gestion de Genève, 2022

English The aim of this research is to help understand and analyse how the nudging theory can be used in marketing, more specifically in the fashion industry, to influence consumer’s sustainable purchasing choices. Within the industry, special focus was put on fast-fashion and luxury fashion, to compare differences between both.
The research methodology relies on a complete survey conducted majorly in Europe. Throughout the survey, participants are asked to answer questions that define not only their demographics but also their profile as a buyer. Shopping budgets, buying criteria and channel preferences are also analysed. Sustainability is tackled to determine to which extent it is important to consumers and what concerning topics matter the most.
An experiment included in the survey was also realized, in which participants are asked to make buying decisions among several options of clothing. What they are not told is that, as similar as the choices may seem, they are being tested on the effectiveness of nudges applied to the presentation of those clothing pieces. The goal is to measure their impact compared to standard articles, in the context of an online shopping spree.
Besides the suggested effectiveness of nudges supported by findings, some interesting results regarding buying criteria, buying channels preference and monthly budgets are also described. In fact, it is unveiled that physical stores are still the predilect mean of buyers, that wealth is not synonym of higher monthly shopping budgets, and that trends and brands are not the most important when it comes to buying a new piece of clothing.
Focusing on the nudges, their effectiveness is suggested, and it is possible to distinguish between informational and visual nudges, whose impact differ. In fact, informational nudges, meaning long, detailed, and transparent explanations on the products’ sustainable aspects, is more appealing to consumers than a green eco responsible label.
Finally, it is recommended to companies within the industry that they open doors and minds for creativity to improve customer in-store experience and to include the nudges, only currently used online. Foremost, it is strongly recommended that they invest in the creation of comfortable, stylish, and good quality material for sustainable products, which are the heart of consumers’ requirements. More effort should be put into making the brands and their operations socially responsible, not only focusing on the materials used, but also, and above all, in human working conditions.
Language
  • English
Classification
Economics
Notes
  • Haute école de gestion de Genève
  • International Business Management
  • hesso:hegge
Persistent URL
https://sonar.rero.ch/hesso/documents/321987
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