The AIM of the project is to analyze and investigate the impact of the concept of sutainable fashion design as an emotional implement in the formation of the company’s corporate style on consumer bahavior. The analytical research of the project will aim to analyze the impact of the fact that the company applies green marketing in its activities on the consumer’s decision to purchase a fashion product. The phenomenon of “Greenwashing” and its impact on consumer choice will also be investigated. OBJECTIVE formed to achieve the aim of the research – to perform the analysis of the theoretical aspects of consumer behavior and attitudes towards the concept of sustainable fashion design (green marketing) companies and to investigate the perception of “Greenwashing” and the factors of this phenomenon that influence consumer reactions and purchasing decisions. The research will be based on the following RESEARCH METHODS: comparative analysis of theoretical scientific sources, European Union statistics and scientific literature, grouping and systematization of data, and analytical induction. Project research will be carried out through interdisciplinary work (Social Sciences S000 (major); Technological Sciences T000). In this way, the student will have the opportunity to expand and link existing knowledge through connections between different subjects. Also, using the method of analytical induction in research, the student will be encouraged not only to analyze and systematize information, but also to express personal insights, provide individual interpretations in order to develop the student’s competencies as an independent young researcher. The project aims not only to encourage students to improve their qualifications and acquire new competencies, but also to contribute to societal benefits through research, such as consumer education in the context of green marketing. The results of the project are also associated with a positive impact on the environment and society.
Project is funded by EU Structural Funds according to the 2014–2020 Operational Programme for the European Union Funds’ Investments priority “Development of scientific competence of researchers, other researchers, students through practical scientific activities” under Measure No. 09.3.3-LMT-K-712.
1. An overview of theoretical scientific sources and scientific literature, grouping and systematization of European Union statistics has been performed.
2. An analysis of the theoretical aspects of consumer behavior and attitudes towards the concept of sustainable fashion design (green marketing) with personal insights is presented.
3. The perception of “greennwashing” and the factors influencing consumer reactions and purchasing decisions are investigated, and personal insights are provided.
Period of project implementation: 2020-11-03 - 2021-04-30
Project coordinator: Kaunas University of Technology