The Role of Sustainability in Retail: Consumers ' Point of View (by the Example of H&M and Uniqlo)

Student: Averianova Liubov

Educational Programme: Management (Bachelor)

Year of Graduation: 2019

The project is intended to cover some issues pertaining to the sphere of fashion retailers’ sustainable marketing. The general purpose of this project is to examine correlations between consumer attitudes, perceived sustainable brand performance, customers’ awareness and loyalty. More precisely, the future research will focus on two largest fashion retailers, which show sustainable orientation, namely, H&M and Uniqlo, and on their customers’ response to it. It is anticipated that the results of this study will be helpful for practical purposes. The paper includes a review of previous studies, analysis of modern fashion consumer trends, comparative analysis of sustainable marketing of the two brands, analysis of the collected database, recommendations. The hypotheses are analyzed with the help of IBM SPSS program.

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