Effets des critères psychographiques sur la perception des stratégies marketing écoresponsables de la fast-fashion

Details

Supervisors

François, Thomas

Faculty

Faculté de philosophie, arts et lettres

Degree label

Master [120] en communication multilingue, à finalité spécialisée: langues des affaires

Abstract

enNowadays, ethical consumption is a major concern in our society. In order to better meet consumer expectations, fast-fashion brands must evolve by adopting CSR (Corporate social responsibility) measures. As a result, their marketing strategies are being modified and brands are publishing advertisements that include their eco-responsible actions. Also, to increase their effectiveness, these companies are using a psychographic segmentation approach to better target their customers. This master thesis seeks to determine whether marketing strategies, when adopting CSR messages, are perceived differently according to consumers' personality traits and intrinsic values. At this time, although articles have been written on consumers' perceptions of eco-friendly purchases and on certain psychographic criteria related to fast-fashion purchases, no work has been done on this specific topic. In my study, the results are obtained via a survey which comprises two tests: the first concerning a “Big Five” personality test and the second, the “Schwartz” values test, as well as a questionnaire that I realized. The results showed that consumers with certain psychographic criteria perceive CSR messages differently. They also showed that certain customer profiles need such messages, to continue consuming "fast-fashion", even if a high degree of skepticism persists among consumers.