Perceptions of Environmentally Sustainable Fashion by Finnish 25–45-year-old Consumers

The fashion industry plays a significant role on a global scale, contributing not only to greenhouse gas emissions but also to various other forms of pollution and environmental impacts. Production practices have accelerated in recent decades despite increasing attention towards more sustainable pro...

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Main Author: Oittinen, Tutta Anette
Other Authors: Jyväskylä University School of Business and Economics, Jyväskylän yliopiston kauppakorkeakoulu, University of Jyväskylä, Jyväskylän yliopisto
Format: Master's thesis
Language:eng
Published: 2024
Subjects:
Online Access: https://jyx.jyu.fi/handle/123456789/95971
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author Oittinen, Tutta Anette
author2 Jyväskylä University School of Business and Economics Jyväskylän yliopiston kauppakorkeakoulu University of Jyväskylä Jyväskylän yliopisto
author_facet Oittinen, Tutta Anette Jyväskylä University School of Business and Economics Jyväskylän yliopiston kauppakorkeakoulu University of Jyväskylä Jyväskylän yliopisto Oittinen, Tutta Anette Jyväskylä University School of Business and Economics Jyväskylän yliopiston kauppakorkeakoulu University of Jyväskylä Jyväskylän yliopisto
author_sort Oittinen, Tutta Anette
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description The fashion industry plays a significant role on a global scale, contributing not only to greenhouse gas emissions but also to various other forms of pollution and environmental impacts. Production practices have accelerated in recent decades despite increasing attention towards more sustainable processes. The industry also disposes large quantities of garments annually, further exacerbating its environmental footprint. The lack of cohesive and unequivocal definition for environmentally sustainable fashion complicates efforts to understand the concept and hinders transparency within the industry, but also leaves a possibility for the actors within it to cover environmental sustainability only partly. This Master's Thesis explores the perceptions of environmentally sustainable fashion among Finnish consumers, comparing them to definitions of environmental sustainability outlined in research. Various options to increase the environmental sustainability of the fashion industry have been suggested, including improving transparency, sharing and circular economies, and alternative production and consumption methods. Sustainability in the fashion industry should be viewed as a multifaceted concept encompassing economic, social, and cultural dimensions in addition to the environmental aspect, presenting challenges in achieving comprehensive sustainability. Through a comprehensive literature review of sustainable fashion and consumer behavior, this study sheds light on the disparities between consumer perceptions and scientific definitions of environmentally sustainable fashion, identifies influencing factors, and proposes insights to enhance industry’s sustainability. Finally, specification to the definitions of environmentally sustainable fashion and future prospects are summarized. Muotiteollisuudella on merkittävä rooli maailmanlaajuisesti, sillä kasvihuonekaasupäästöjen lisäksi se aiheuttaa monia muita saasteita sekä ympäristövaikutuksia. Tuotantokäytänteet ovat viime vuosikymmeninä nopeutuneet huolimatta siitä, että yhä kestävämpiin prosesseihin on pyritty kiinnittämään huomiota. Lisäksi alalla hävitetään suuria määriä vaatteita vuositasolla yhä kasvattaen sen ympäristöjalanjälkeä. Ympäristöllisesti kestävän muodin yhtenäisen ja yksiselitteisen määritelmän puuttuminen vaikeuttaa paitsi käsitteen ymmärtämistä ja alan läpinäkyvyyttä, jättää samalla alan toimijoille mahdollisuuden huomioida ympäristökestävyys vain osittaisella tasolla. Tässä pro gradu -tutkielmassa tutkitaan suomalaisten 25–45-vuotiaiden kuluttajien käsityksiä ympäristöllisesti kestävästä muodista ja verrataan niitä tieteessä esiintyviin määritelmiin. Useita vaihtoehtoja alan ympäristöllisen kestävyyden kasvattamiseksi on esitetty, kuten läpinäkyvyyden lisääminen, jakamis- ja kiertotalous sekä muut vaihtoehtoiset tuotanto- ja kulutustavat. Kestävyys muotiteollisuudessa tulisi kuitenkin nähdä monitahoisena käsitteenä kattaen niin taloudellisen, sosiaalisen kuin kulttuurisenkin ulottuvuuden ympäristöllisen näkökohdan lisäksi. Tässä tutkielmassa syvennytään ympäristöllisesti kestävän muodin kuluttajakäsitysten ja tieteellisten määritelmien välisiin eroihin kattavan kestävää muotia ja kuluttajakäyttäytymistä painottavan kirjallisuuskatsauksen myötä. Siten pyritään tunnistamaan näiden välisiin eroihin vaikuttavia tekijöitä ja tarjoamaan näkemyksiä alan ympäristövastuullisuuden parantamiseksi. Lopuksi summataan tarkennuksia ympäristön kannalta kestävän muodin määritelmiin ja alan tulevaisuuden näkymiin.
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spellingShingle Oittinen, Tutta Anette Perceptions of Environmentally Sustainable Fashion by Finnish 25–45-year-old Consumers Corporate Environmental Management Yritysten ympäristöjohtaminen
title Perceptions of Environmentally Sustainable Fashion by Finnish 25–45-year-old Consumers
title_full Perceptions of Environmentally Sustainable Fashion by Finnish 25–45-year-old Consumers
title_fullStr Perceptions of Environmentally Sustainable Fashion by Finnish 25–45-year-old Consumers Perceptions of Environmentally Sustainable Fashion by Finnish 25–45-year-old Consumers
title_full_unstemmed Perceptions of Environmentally Sustainable Fashion by Finnish 25–45-year-old Consumers Perceptions of Environmentally Sustainable Fashion by Finnish 25–45-year-old Consumers
title_short Perceptions of Environmentally Sustainable Fashion by Finnish 25–45-year-old Consumers
title_sort perceptions of environmentally sustainable fashion by finnish 25 45 year old consumers
title_txtP Perceptions of Environmentally Sustainable Fashion by Finnish 25–45-year-old Consumers
topic Corporate Environmental Management Yritysten ympäristöjohtaminen
topic_facet Corporate Environmental Management Yritysten ympäristöjohtaminen
url https://jyx.jyu.fi/handle/123456789/95971 http://www.urn.fi/URN:NBN:fi:jyu-202406174737
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