Jednorázová společnost

This diploma thesis deals with the concept of a throwaway society, which is manifested, among other things, by excessive consumption of clothing products. A world globalization trend to ever changing the fashion industry, it made global brands to adopt a seasonless cycle of designing clothes and relocating manufacturing activities at underdeveloped countries. This concept has now been adopted as a business model by brands and retailers, using improved and more efficient supply chains to better respond to changing trends and consumer demand. The aim of the research was to verify the validity of the concept of a throwaway society on the consumer behavior of a group of respondents to examine their attitudes to the acquisition, use, collection and eventual disposal of fashion products. The described consumer behavior was further compared with their actual behavior, which is usually materialized in the form of purchased clothes stored in wardrobes. The concept of a throwaway societ was not confirmed in the selected sample; on the contrary, it turned out that the respondents were trying to prevent frequent replacement of clothes.