The paradox of sustainability in fast fashion: between declared values and real behaviors: empirical evidence from the case of H&M

Marotta, Benedetta (A.A. 2024/2025) The paradox of sustainability in fast fashion: between declared values and real behaviors: empirical evidence from the case of H&M. Tesi di Laurea in Managerial decision making, Luiss Guido Carli, relatore Luigi Marengo, pp. 128. [Master's Degree Thesis]

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Abstract/Index

Sustainability: the key for business success. The concept of sustainability: definition, scope and relevance. Corporate social responsibility (CSR). The greenwashing dilemma. Agenda 2030 and the SDGs: a global roadmap for sustainability. Sustainable fashion: the role of the circular economy. Understanding the fast fashion industry. Fast fashion context. Origin and development of fast fashion. Business model. Key market players: Zara, H&M, Primark. Supply chain and implications. Economic, environmental and social impact. The H&M case: between sustainability claims and controversial practices. Introduction to the H&M case. Supply chain: structure and functioning. H&M Toward sustainability. Sustainability initiatives. Sustainability commitments according to the sustainability report. H&M under accusation. Concluding remarks about the H&M case. Understanding consumer behavior: preferences, habits and sustainability perspectives. Introduction to the research methodology. Results from survey 1: clothing purchasing habits and preferences. Results from survey 2: consumer attitudes towards sustainable fashion.

References

Bibliografia: pp. 119-127.

Thesis Type: Master's Degree Thesis
Institution: Luiss Guido Carli
Degree Program: Master's Degree Programs > Master's Degree Program in Management, English language (LM-77)
Chair: Managerial decision making
Thesis Supervisor: Marengo, Luigi
Thesis Co-Supervisor: Fei, Carlo
Academic Year: 2024/2025
Session: Summer
Deposited by: Alessandro Perfetti
Date Deposited: 22 Oct 2025 14:36
Last Modified: 22 Oct 2025 14:36
URI: https://tesi.luiss.it/id/eprint/43480

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