Research of Behavioral Context of Trends in Conscious Consumption of Fashion Industry Goods

  • Mashchak Nataliia Mykhaylivna Associate Professor of Marketing and Logistics Department, Lviv Polytechnic National University, Lviv, Ukraine
  • Dmytriv Anna Yaroslavivna Associate Professor of Marketing and Logistics Department, Lviv Polytechnic National University, Lviv, Ukraine
  • Yevhen Krykavskyy Professor of Finance and Logistics Department, University of Finance and Law in Bielsko-Biala and Head of Marketing and Logistics Department, Lviv Polytechnic National University, Lviv, Ukraine
Keywords: Fashion industry, fast fashion, environmental problems, climate changes, conscious consumption, conscious fashion, environment, sustainable development

Abstract

The main purpose of the study conducted in the article is to study the nature of Ukrainian consumption of fashion industry goods for “consciousness” and to determine the present and prospect trends of development. To achieve this goal, the next tasks were set: to analyze literary sources to reveal the topic of conscious consumption; to study the general world trends of conscious consumption in the category of clothing – from the point of view regarding how does phenomenon of conscious consumption is disseminated, and regarding to dissemination of information about this fact; to conduct a qualitative survey of a representative sample of consumers for their behavior in the field of fashion industry products consumption; to draw conclusions about the state and prospects of conscious fashion in the domestic market. The study of literature sources and approaches to solving the problem of the detrimental impact of the fashion industry, in particular the fast fashion sector, showed the need to promote this problem and the insufficient awareness of Ukrainians in conscious consumption field. The urgency of solving this scientific problem is that the purchasing behavior and habits of Ukrainians in the field of goods of the fashion industry is somewhat different from the behavior of European consumers, which is due to the impact of the hard trade deficit during the Soviet Union times. To achieve the goals of the article, normative documents of both international level and internally adapted materials were processed. Empirical methods have been used to describe the general problems of the harmful impact of the fashion industry on the environment and approaches to its solution. The own marketing sociological survey about the conscious consumption of fashion industry goods by Ukrainians was conducted using digital tools. Theoretical research methods such as analysis, generalization, explanation and classification are used. The results of the study may be valuable for top managers of domestic and international fashion companies in restructuring their business strategy and marketing strategy to a more environmentally and socially oriented – respondents demonstrated a willingness to pay more for recycled clothing and willingness to properly dispose of clothing – and these are, in fact, specific recommendations for the development of new collections and ideas for new environmental programs and communication plans. Thus, the willingness of consumers to practice environmental approaches in consumer behavior confirms the need to promote this study among the public and stakeholders in order to raise awareness in the conscious consumption field.

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Author Biographies

Mashchak Nataliia Mykhaylivna, Associate Professor of Marketing and Logistics Department, Lviv Polytechnic National University, Lviv, Ukraine

Mashchak Nataliia Mykhaylivna was born on 4th of May, 1987. In 2014, graduated from the Lviv Academic Gymnasium and started studying at the Economics and Management Institute at Lviv Polytechnic National University, specialty “Management” (master’s degree with honors). In September 2009, started working as an assistant at the Marketing and Logistics Department at Lviv Polytechnic National University. 2010–2013 – postgraduate studying at the Economics and Management Institute at Lviv Polytechnic National University. On December 25, 2014, defended PhD. thesis on the topic “Greening of logistics processes at the enterprise” in the specialty 08.00.04 – economics and management of enterprises (by types of economic activity). From 2014 to 2020 I worked as an assistant at the Marketing and Logistics Department at Lviv Polytechnic National University, and since August 2020 I have been working as an associate professor at the Marketing and Logistics Department at Lviv Polytechnic National University. Scientific interests: sustainable development, conscious consumption, green logistics, climate changes.

Dmytriv Anna Yaroslavivna, Associate Professor of Marketing and Logistics Department, Lviv Polytechnic National University, Lviv, Ukraine

Dmytriv Anna Yaroslavivna, was born on 16th of December, 1982. In 1999 graduated from the Lviv School #21 and started studying at the Lviv University of Trade and Economics, specialty “Marketing” (master’s degree with honors in 2004). In October 2004, started to work at Lviv Regional Administration in the High-school Department. In September 2006, started working as an assistant at the Marketing Department at Lviv University of Trade and Economics. 2006–2013 – postgraduate studying at the Economics and Management Institute at Lviv Polytechnic National University. On April 23, 2013, defended PhD. thesis. From 2015 till now I work as an Associate Professor at the Marketing and Logistics Department at Lviv Polytechnic National University. Concurrently I work on the position of Marketing Director in the private schools’ chain named PIPL Lyceum & GlobalKids. Scientific interests: marketing management, conscious consumption, sustainable development, e-commerce.

Yevhen Krykavskyy, Professor of Finance and Logistics Department, University of Finance and Law in Bielsko-Biala and Head of Marketing and Logistics Department, Lviv Polytechnic National University, Lviv, Ukraine

Yevhen Krykavskyy born in 1949, Ukraine. Graduated from the Lviv Polytechnic in 1975 with Honors, Received a Lenin Scholarship. After graduating from graduate school in 1979, worked at the Department of Marketing and Logistics (then the Department of Economics and Organization the chemical industry and energy), from October 1992 to now – the head of the Department of Markellng and Logistics. Since 2019 professor of the department of Finance and Logistics and head of the science department in the university of finance and law in Bielsko-Biala (Polan since 1997 – Doctor Of economic sciences. Since 2000 – professor. Since 2006 – awarded “The Excellence in Education of Ukraine”. Since 2007 – received the title of “Honored Education Worker of Ukraine” by Decree of the President of Ukraine. 1998–2002 – deputy of the lviv city council.

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Published
2022-09-30
Section
Articles