| Abstract [eng] |
Supervisor – dr. Lina Bivainienė Preparation of work – 2022, Vilnius Work volume – 63 pages. Number of tables – 11 units. Number of illustrations – 9 units. Number of literature and other sources – 79 units. Fashion industry is one of the largest and most polluting industries in the world, with consumption trends showing further growth. As the fashion sector grows, so does the competitive environment and the need for companies to find ways to create brands that stand out in a competitive environment and give them an advantage over consumers' intentions to buy their products. Consumer behavior is also changing. They are becoming more aware and setting higher standards for the goods they buy, making it vital for businesses not only to create more sustainable products, but also to communicate sustainable business solutions to consumers. In view of the sensitive social and environmental challenges posed by the fashion sector, which is growing with the growth of the industry itself, as well as the growing public awareness and concern, and the recommendations of research to date, the decision was made to focus on how communication on sustainability shapes the image and awareness of fashion brands and how they influence consumers' intention to buy fashion online. The object of the work is the impact of communication on the brand image and awareness and the intention to buy sustainable fashion goods. Main problem - how does sustainability communication affect brand image, awareness and influence consumers' intention to buy fashion goods online? An empirical study and analysis of the data provided by the respondents revealed a strong link between communication and brand image and awareness and intent to buy. After analyzing the data, four of the five hypotheses formed according to the developed empirical research model were confirmed. Summarizing the study, it can be said that most people are positive about brand communication on sustainability and it is important for them that the brand produces it, even if they are not willing to pay more for sustainable fashion products. They also think it shows the brand's willingness to adapt to market needs. |
