The Effect of H&M's Sustainability Efforts Marketing Communications on its Millennial Consumers' Perception of the Brand and Their Purchasing Behaviour in Dublin, Ireland - An Explorative Case Study

Abstract

This study explores the attitudes of millennial H&M consumers toward H&M's sustainability efforts in Dublin, Ireland, their perception of the brand and their purchasing behaviour. In addition, the research explores how consumers process, act on and distribute green advertising information through social channels at different points to change their decision-making process.

This study uses an explorative case study research approach and a qualitative survey questionnaire as the primary data-gathering instrument. Secondary research data takes the form of extant literature in the study context and documentary analysis of the brand.

This research contributes to existing contextual literature by proposing a new conceptual model combining various variables and moderators and providing a framework to understand the factors influencing fast fashion consumption and barriers to sustainable consumption. Furthermore, key themes that emerged from primary data analysis can be used to study and understand consumer behaviour and attitudes concerning sustainable fashion better.