Překonávání nákupních bariér v módním odvětví u ekologicky a morálně čistých produktů

This Masterʼs thesis looks at trends in the fashion industry, in particular sustainable clothing and the barriers that prevent the purchase of sustainable products. The aim of this thesis is to gain more insight into the experiences of environmentally conscious young women in the Czech Republic and to find out why differences arise between the values they espouse and what they actually look like when they do the shopping. Work is also focused on what could possibly drive them to bring real purchase closer to their environmental beliefs, and what sustainable firms can do better to help customers overcome those barriers. The theoretical part deals with the description of basic concepts related to the fashion sector – fast-fashion, sustainable development, affordable purchase alternatives, potential future developments in the form of circular economy, slow fashions or minimalism, motivation and barriers to the purchase of sustainable products. The practical part consists first of the research method and the reasons why it was chosen, followed by the research itself. The research works with data that was collected by two focus groups. Research results show that majority of young women with environmental interests do not associate fashion with the greatest environmental problems. They are facing some barriers (such as lack of money, the complexity and time-consuming of finding other options, the low profile of sustainable brands and the lack of understanding of the harmful environmental impact of the fast fashion industry) when they think about buying sustainable products. The benefits of this thesis are also practical recommendations how to break down these barriers particularly in young women with environmental concerns.