Browsing by Subject "Consumer Awareness"
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Item Restricted Awareness and Purchasing Decisions of Young Consumers in Berlin Towards Sustainability in the Fashion Industry With a Case Study of Patagonia(2023) Yeji Song; Ülker, Barış; Villegas, Erick Behar; Faculty of Business Administration; Berlin International University of Applied SciencesAI-GENERATED ABSTRACT: Abstract: This study explores the relationship between the awareness of sustainable fashion among young consumers in Berlin and their purchasing behaviors, with a specific focus on the brand Patagonia. The investigation delves into the levels of consumer awareness, the factors influencing purchasing decisions, and the barriers to adopting sustainable behaviors. A qualitative research approach was employed, utilizing semi-structured, in-depth interviews to gather consumers' perspectives and insights on sustainable fashion. The findings reveal an increased awareness and understanding of sustainability issues related to fashion among the young consumer demographic in Berlinches The study identifies the key factors that drive purchasing decisions and the barriers that impede sustainable consumer behavior. The results suggest a shift in perception and behavior among consumers towards more sustainable fashion practices over time. The case of the Patagonia brand is used to examine how the awareness of the brand's sustainability efforts correlates with actual purchasing behavior. Keywords: Sustainable Fashion, Consumer Awareness, Purchasing Behavior, Young Consumers, Berlin, Patagonia, Qualitative Research, Sustainability PracticesItem Restricted The Impact of Unethical Advertising on Customer Behaviour : an Empirical Study on Marketing Ethics(2023) Ethan Anil Lobo; Ülker, Barış; Villegas, Erick Behar; Faculty of Business Administration; Berlin International University of Applied SciencesAI-GENERATED ABSTRACT: Abstract: Advertising is an integral part of marketing and business activity. Advertising has the capability to attract and attain new and existing customers to interact with the product or service. Consumers rely heavily on the information displayed in the advertisement of a product or service, with the hopes of obtaining some honest and reliable source of information to make appropriate purchase decisions. However, companies in the recent past have been criticised for misleading, deceiving and offending consumers through cheap and poor tactics showcased through their advertisements. This study aims to examine the negative impact of unethical advertising on consumer awareness, purchase behaviour and responsibility. Consumers are susceptible to falling prey to advertisements that deceive and manipulate consumer psyche into making haste decisions without further consideration. Relevant literature and studies show how unethical advertisements are classified based on the unethical practises that the advertisements portray. The reach of mass media and technology enables advertising to grasp the minds of customers, and even target customers using methods of personalisation. This thesis aims to instil a feeling of consciousness and awareness towards such cases and adopt appropriate behaviours to help alleviate the issue of unethical advertising. The study examines how consumers pay attention to this issue, their reaction to such advertisements, and the actions taken to curb the problem. Ultimately, customers tend to show willingness to adopt better attitudes and perceptions towards all forms of advertising, in order to avoid any type of deception. Keywords: unethical advertising, consumer awareness, purchase behaviour, advertising ethics, consumer deception, media influence, personalisation, consumer reaction, marketing tactics, consumer responsibility