Repository logo
 

Awareness and Purchasing Decisions of Young Consumers in Berlin Towards Sustainability in the Fashion Industry With a Case Study of Patagonia

Simple item page
dc.contributor.advisorÜlker, Barış
dc.contributor.advisorVillegas, Erick Behar
dc.contributor.authorYeji Song
dc.contributor.departmentFaculty of Business Administration
dc.contributor.otherBerlin International University of Applied Sciences
dc.date.accessioned2024-01-15
dc.date.accessioned2025-11-28T13:27:21Z
dc.date.available2025-11-28T13:27:21Z
dc.date.issued2023
dc.description.abstractAI-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 Practicesen
dc.description.degreeBA
dc.description.tableofcontentsMACHINE-GENERATED CONTENTS NOTE: Table of Contents abstract..................................................................................................................i table of Contents....................................................................................................ii introduction..............................................................................................................1 literature Review......................................................................................................3 Sustainable Fashion Definition................................................................................3 Consumers' Awareness and Purchasing Decisions........................................................4 Purchasing Behaviours in Sustainable Fashion.............................................................5 Brand Case Study: Patagonia....................................................................................5 method......................................................................................................................7 Sampling and Data Collection...................................................................................7 results......................................................................................................................8 Overview of Sample..................................................................................................8 Awareness of Sustainable Fashion.............................................................................9 Purchasing Decisions...............................................................................................10 Sustainable Clothing Consumption Behaviours Based on Statements...............................14 Changes Over Time in Perception and Purchasing Behaviours.........................................16 Changes in Perception and Purchasing Behaviours: Berlinches...........................................17 Brand Case Study: Patagonia...................................................................................18 discussion................................................................................................................20 conclusions..............................................................................................................24 limitations and Future Suggestions...........................................................................25 references................................................................................................................26 appendix...................................................................................................................31 Table 1: Characteristics of Participants..................................................................31en
dc.identifier.urihttps://repository.berlin-international.de/handle/123456789/791
dc.language.isoeng
dc.subjectBerlin
dc.subjectConsumer Awareness
dc.subjectPatagonia
dc.subjectPurchasing Behavior
dc.subjectQualitative Research
dc.subjectSustainability Practices
dc.subjectYoung Consumers
dc.subjectSustainable Fashion
dc.titleAwareness and Purchasing Decisions of Young Consumers in Berlin Towards Sustainability in the Fashion Industry With a Case Study of Patagonia
dc.typeThesis

Files

Original bundle
Now showing 1 - 1 of 1
No Thumbnail Available
Name:
60898.pdf
Size:
247.75 KB
Format:
Adobe Portable Document Format
Download

Collections

Undergraduate Theses
*formerly known as BAU International Berlin - University of Applied Sciences
©2024 Berlin International University of Applied Sciences |Legal Notice|Privacy policy