The Role of Fashion Brands’ SDG 12 Messages in the Perception of Young Consumers: A Qualitative Research

Beyza Bekil; Zeynep Genel

Makale detayları

The Role of Fashion Brands’ SDG 12 Messages in the Perception of Young Consumers: A Qualitative Research

Yazarlar:

Beyza Bekil | Zeynep Genel

Yayıncı:

Marmara University

Ana Başlıklar:

Çevresel İletişim | Kitle İletişimi

Dergi:

Türkiye İletişim Araştırmaları Dergisi Issue 45, pp.52-75

Belge Tipi:

Makale

Yayın Tarihi:

6/2024

Belge Dili:

Türkçe

Document ID (Org No.):

2001322465

pISSN:

2630-6220

Anahtar kelimeler:

Özet:

 Fast fashion has revolutionized the fashion industry with low-cost and fast-produced garments; however, this fast pace threatens environmental sustainability and triggers the climate crisis. As in other sectors, the fashion industry is expected to pioneer sustainable production and consumption practices in line with the sustainability goals. Communication plays a key role in sustainable consumption practices, and the United Nations UN recommends that brands develop communication campaigns that will raise awareness about sustainable consumption and create a sustainable fashion movement. In this regard, the present study examines the reflections of communication activities of fashion brands regarding sustainable production and consumption SDG 12 on the sustainability and brand perception of young consumers aged 18- 25 living in Istanbul. In-depth interviews were conducted with 12 participants affiliated with various universities in Istanbul using a jungmental snowball sampling method. The data were analyzed through narrative analysis based on the Situational Theory of Problem Solving STOPS. The study results revealed that most young consumers have a high level of knowledge and interest in sustainable consumption SC. It was determined that although they were aware of the sustainability messages of fast fashion brands FBBs, they held varying opinions in their purchasing decisions.

 Fast fashion has revolutionized the fashion industry with low-cost and fast-produced garments; however, this fast pace threatens environmental sustainability and triggers the climate crisis. As in other sectors, the fashion industry is expected to pioneer sustainable production and consumption practices in line with the sustainability goals. Communication plays a key role in sustainable consumption practices, and the United Nations UN recommends that brands develop communication campaigns that will raise awareness about sustainable consumption and create a sustainable fashion movement. In this regard, the present study examines the reflections of communication activities of fashion brands regarding sustainable production and consumption SDG 12 on the sustainability and brand perception of young consumers aged 18- 25 living in Istanbul. In-depth interviews were conducted with 12 participants affiliated with various universities in Istanbul using a jungmental snowball sampling method. The data were analyzed through narrative analysis based on the Situational Theory of Problem Solving STOPS. The study results revealed that most young consumers have a high level of knowledge and interest in sustainable consumption SC. It was determined that although they were aware of the sustainability messages of fast fashion brands FBBs, they held varying opinions in their purchasing decisions.

 Fast fashion has revolutionized the fashion industry with low-cost and fast-produced garments; however, this fast pace threatens environmental sustainability and triggers the climate crisis. As in other sectors, the fashion industry is expected to pioneer sustainable production and consumption practices in line with the sustainability goals. Communication plays a key role in sustainable consumption practices, and the United Nations UN recommends that brands develop communication campaigns that will raise awareness about sustainable consumption and create a sustainable fashion movement. In this regard, the present study examines the reflections of communication activities of fashion brands regarding sustainable production and consumption SDG 12 on the sustainability and brand perception of young consumers aged 18- 25 living in Istanbul. In-depth interviews were conducted with 12 participants affiliated with various universities in Istanbul using a jungmental snowball sampling method. The data were analyzed through narrative analysis based on the Situational Theory of Problem Solving STOPS. The study results revealed that most young consumers have a high level of knowledge and interest in sustainable consumption SC. It was determined that although they were aware of the sustainability messages of fast fashion brands FBBs, they held varying opinions in their purchasing decisions.

 Hızlı moda, düşük maliyetli ve hızlı üretilen giysilerle moda endüstrisinde bir devrim yaratmıştır, ancak bu hız çevresel sürdürülebilirliği tehdit ederek iklim krizini tetiklemektedir. Sürdürülebilirlik hedefleri doğrultusunda diğer sektörlerde olduğu gibi moda sektöründen de sürdürülebilir üretim ve tüketim pratiklerine öncü olmaları beklenmektedir. İletişim, sürdürülebilir tüketim pratikleri için kilit role sahip olup, Birleşmiş Milletler BM, markaların sürdürülebilir tüketim konusunda farkındalık yaratacak ve sürdürülebilir bir moda akımı yaratacak iletişim kampanyaları geliştirmelerini önermektedir. Bu doğrultuda çalışmamızın amacı, moda markalarının sürdürülebilir üretim ve tüketim SDG 12 kapsamında yaptıkları iletişim faaliyetlerinin İstanbulda yaşayan 18-25 yaş arası genç tüketicilerin sürdürülebilirlik ve marka algısına yansımasını incelemektir. Yargısal kartopu örnekleme stratejisi ile İstanbuldaki çeşitli üniversitelerden 12 katılımcı ile derinlemesine görüşmeler yapılmıştır. Veriler, Durumsal Problem Çözme Teorisi STOPS ışığında, anlatı analizi yöntemiyle değerlendirilmiştir. Araştırma sonuçları, genç tüketicilerin çoğunun sürdürülebilir tüketim ST konusunda yüksek bilgi ve ilgi düzeyine sahip olduklarını göstermiştir. Hızlı moda markalarının HMM sürdürülebilirlik mesajlarının farkında olmalarına rağmen satın alma kararlarında farklı görüşlere sahip oldukları tespit edilmiştir.

Makale detayları

The Role of Fashion Brands’ SDG 12 Messages in the Perception of Young Consumers: A Qualitative Research

Yazarlar:

Beyza Bekil | Zeynep Genel

Yayıncı:

Marmara University

Ana Başlıklar:

Çevresel İletişim | Kitle İletişimi

Dergi:

Türkiye İletişim Araştırmaları Dergisi Issue 45, pp.52-75

Belge Tipi:

Makale

Yayın Tarihi:

6/2024

Belge Dili:

Türkçe

Document ID (Org No.):

2001322465

pISSN:

2630-6220

SDG 12

Sustainable Consumption

Fast Fashion

Sustainability Communication

Situational Theory of Problem SolvingSDG 12

Hızlı Moda

Sürdürülebilirlik İletişimi

Durumsal Problem Çözme Teorisi

Sürdürülebilir Tüketim

Sayı

Makale detayları

Yazarlar: Beyza Bekil | Zeynep Genel

Yayıncı: Marmara University

Ana Başlıklar: Çevresel İletişim | Kitle İletişimi

Dergi: Türkiye İletişim Araştırmaları Dergisi Issue 45, pp.52-75

Belge Tipi: Makale

Yayın Tarihi: 6/2024

Belge Dili: Türkçe

Document ID (Org No.): 2001322465

pISSN: 2630-6220

Sayı

Yazarlar:

Beyza Bekil | Zeynep Genel

Yayıncı:

Marmara University

Ana Başlıklar:

Çevresel İletişim | Kitle İletişimi

Dergi:

Türkiye İletişim Araştırmaları Dergisi Issue 45, pp.52-75

Belge Tipi:

Makale

Yayın Tarihi:

6/2024

Belge Dili:

Türkçe

Document ID (Org No.):

2001322465

pISSN:

2630-6220