Riassunto analitico
In recent years, following an increasingly widespread awareness of the exhaustion of the planet's resources, the concept of sustainability combines economic growth with the importance of the fair distribution of resources. Safeguarding our planet requires the collaboration of all sectors and individuals. This concept, in fact, identifies the weaknesses of a system based exclusively on economic growth which introduces a new point of view, according to which development is real only if it is able to improve the quality of life in a lasting way. Therefore, sustainability is a concept that refers to the environmental and economic sphere and determines a development capable of ensuring the satisfaction of the needs of the current population without compromising the resources destined for future generations.
This paper aims at investigating one of the sectors with the greatest environmental impact, namely the fashion sector. Although it may seem conflicting to the principles on which sustainability is based, it has developed eco-sustainable materials and a new supply chain that consider an original model, capable of measuring the demand for goods based on the availability of resources. Moreover, the measurement of the environmental impact of each commercial activity becomes fundamental in the business management.
The intent of this thesis is to understand whether or not it is possible to create fashion products that take into account, not only aesthetic values, but also sustainable ones. In order to find an answer to this question, a research path has been undertaken divided into two different sections.
In the first section, the fashion brand Stella McCartney was taken into consideration, a pioneer of sustainable fashion who built a brand based exclusively on ethical principles and respect for the environment.
In the second section, a survey was conducted aimed at a range of young-adult consumers with the purpose of investigating how sustainability, understood as value, can influence the purchasing behaviour of the consumer of fashion products.
Of particular interest is whether the attitude and purchasing habits of the young consumer, his lifestyle and the degree of importance he attributes to the concept of sustainability are predictive of the intention to purchase a piece of eco-friendly clothing.
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