Awareness and Purchasing Decisions of Young Consumers in Berlin Towards Sustainability in the Fashion Industry With a Case Study of Patagonia
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Date
2023
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Abstract
AI-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 Practices