The aim of the project is to investigate and analyze how Lithuanian consumers evaluate companies applying the concept of sustainable fashion design and what impact such companies have on their choice to buy. The research aims to analyze the impact on the consumer’s decision to purchase a clothing fashion product of the company’s use of green marketing in its operations. TASK – to perform an analysis of empirical research of Lithuanian consumer behavior and attitudes towards the concept of sustainable fashion design (green marketing) and to identify the factors influencing consumer reactions and purchasing decisions. The studies are based on the following TEST METHODS: an online survey, as it does not require significant financial and time costs and the return rate of the questionnaires is relatively high; Comparative analysis with the results expected to be obtained in this project and analytical studies of the previous project; Data grouping and systematization and analytical induction. Research activities will be carried out through interdisciplinary work (Sociology S005; Design V003). In this way, the student will have the opportunity to expand and link existing knowledge through connections between different subjects. Also, by using the research method of the questionnaire survey in the research, the student will be encouraged not only to collect, but also to analyze the survey data, to systematize them in comparison (empirical research) as well as to express personal scientific insights in order to develop the competencies of a student as an independent young researcher. The project aims not only to promote student development and the acquisition of 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 funding:
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.
Project results:
1. Lithuanian consumer behavior and attitudes towards sustainable fashion design concepts (green marketing) company questionnaires, analysis of questionnaires (empirical research) were formed and the factors that make consumer reactions and purchasing decisions were identified.
2. A comparative analysis with the research results obtained in this project and the analytical studies of the previous project was performed.
Period of project implementation: 2021-07-05 - 2021-08-31
Project coordinator: Kaunas University of Technology
