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研究生： 胡梓菈
Burcu Guzeler
論文名稱： 土耳其消費者對永續品牌購買行為之探討
TURKISH CONSUMER BEHAVIOR TOWARDS PURCHASING SUSTAINABLE BRANDS
指導教授： 丘宏昌
Chiu, Hung-Chang
口試委員: 謝依靜
Hsieh, Yi-Ching
唐運佳
Chia, Tang-Yun
學位類別： 碩士
Master
系所名稱： 科技管理學院 - 國際專業管理碩士班
International Master of Business Administration(IMBA)
論文出版年： 2022
畢業學年度： 110
語文別： 英文
論文頁數： 63
中文關鍵詞： 快時尚 、消耗 、人權
外文關鍵詞： fast fashion, consumption, human rights
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    This thesis presents the Turkish consumer behavior towards sustainable brands. I have created a questionnaire to have a deeper knowledge of people’s perceptions and the idea of what fast fashion means, how their daily purchasing decisions help shape the industry and if they are aware of alternatives available. After collecting data from 72 online respondents, I have combined the information with further research including the average income of Turks, and their behavior in purchasing eco-friendly brands’ products.

    Also, I dedicated the whole study to creating a clear image of how fast fashion damages the environment, as well as hurts the human rights of those working in the industry. In turn, the study creates awareness of the issue and provides better conditions for those who have got hurt by fast fashion’s consequences.

    TABLE OF CONTENTS ABSTRACT ………………………………………………………………………………….4 ACKNOWLEDGEMENTS…………………………………………………………………….5 TABLE OF CONTENTS…………………………………………………………………….....6 LIST OF GRAPHS AND FIGURES…………………..……………………………………….8 CHAPTER I 1.1 Research Background ……………………………………………………………………...9 1.2 Problem Statement…………………………………………………………………………10 1.3 Research Motivation……………………………………………………………………...12 1.4 Purpose of this study……………………………………………………………………...13 1.5 Research Objectives……………………………………………………………………….14 1.6 Keywords. …………………………………………………………………………………14 CHAPTER II 2.1 Where and How it Started: Fast Fashion…………………………………………………...15 2.2 Environmental Impact of Fast Fashion……………………………………………………..17 2.3 Human Rights Issues………………………………………………………………………..26 2.4 What Can Be Done? …………………………………………………………………...……27 2.5 Further Discussions& Purchaser’s Intentions……………………………………………….28 CHAPTER III 3.1 Research Framework………………………………………………………………………..32 3.2 Research Questionnaire & Participants……………………………………………………..33 3.3 Research Materials…………………………………………………………………………..34 3.4 Data Collection and Analysis Procedure…………………………………………………….34 CHAPTER IV 4.1 Results and Discussions……………………………………………………………………35 4.2 Descriptive Analysis……………………………………………………………………….35 4.3 Comparison of Variables…………………………………………………………………..40 CHAPTER V 5.1 Conclusion and Implications………………………………………………………………47 5.2 Recommendations for Future Research……………………………………………………49 APPENDIX I: Turkish Questionnaire…………………………………………………………50 APPENDIX II: English Questionnaire…………………………………………………………56 REFERENCES………………………………………………………………………………….62

    REFERENCES

    Ekolojist.net- Hızlı Moda ve Dünya Üzerindeki Etkileri [Fast Fashion and Its Impact on the World]
    By: Birce Tiftikcioglu, 29/03/2021.
    https://ekolojist.net/hizli-moda-ve-dunya-uzerindeki-etkileri/

    Eksisozluk Discussion Platform- Fast Fashion
    17.09.2021.
    https://eksisozluk.com/fast-fashion--272363?p=2

    Escarus Blog- Tekstil Sektorunde Atik Yonetimi [Waste Management in Textile Industry] 06.11.2019.
    https://www.escarus.com/tekstil-sektorunde-atik-yonetimi

    HuffPost Canada- Make A Choice To Change The Fast-Fashion Industry
    By: Maryam Rehman, 11/08/2017.
    https://www.huffpost.com/archive/ca/vertical/author/maryam-rehman

    HT Hayat- Moda endüstrisinin çevreye zararları [Environmental damage of the fashion industry]
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    https://hthayat.haberturk.com/moda-endustrisinin-cevreye-zararlari-1072605

    Research Paper: Fast Fashion, Sustainability, and the Ethical Appeal of Luxury Brands
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    https://www3.nd.edu/~jsherry/pdf/2012/FastFashionSustainability.pdf

    S360- Fast Fashion Surdurulebilir Olabilir mi? [Can Fast Fashion Be Sustainable?]
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    https://www.s360.com.tr/Contents360/images/dragslider/Fast-Fashion_vf.pdf
    TRT Haber- "Hızlı moda" akımı dünyayı hızla kirletiyor [The "fast fashion" trend is rapidly polluting the world.]
    By: Esra Sayin & Cihan Karaahmetoglu, 14 Aralık 2021.
    https://www.trthaber.com/haber/cevre/hizli-moda-akimi-dunyayi-hizla-kirletiyor-635673.html

    TheMagger- 'Hızlı Moda'nın Çirkin Yüzü: Gezegenimize Mal Olan Endüstri [The Ugly Side of 'Fast Fashion': The Industry That Is Costing Our Planet]
    By: Zehra Ozkan, 28/07/2021.
    https://www.themagger.com/hizli-moda-etkileri-sonuclari/

    Milliyet- Molatik, Hızlı moda tüketiminin doğaya olan maliyeti nedir? [What is the cost of fast fashion consumption to nature?]
    By: Mehmet Can Kömürcü
    https://www.milliyet.com.tr/molatik/stil/hizli-moda-tuketiminin-dogaya-olan-maliyeti-nedir-71124

    Our Everyday Life- How Much of the World's Clothing Is Made From Cotton?
    By: Stacey Howell, November 16, 2018.
    https://oureverydaylife.com/how-much-of-the-worlds-clothing-is-made-from-cotton-9749638.html

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