The role of marketing in a circular economy
Master’s thesis project. Conducted quantitative research and interviews to advise on marketing messages promoting second hand shopping.
Year
2022
Evaluator
Media University
Abstract
Increasing environmentally-friendly behavior on a large scale is paramount as climate change continues. Fast fashion, in particular, is notorious for producing cheap, trendy clothes while sacrificing sustainable business practices. However, one way to obtain fashionable clothes in a more sustainable and cost-efficient manner would be by purchasing them second hand. Therefore, this research examines ways to increase second hand shopping in Berlin specifically, due to the city's reputation of embracing niche and alternative market preferences.
Through a survey with 105 Berlin residents, Subjective Norms (peer influence) and Environmentally Conscious motivations were found to correlate with higher intention to shop second hand.
“Olivia has excellently dealt with this challenging topic using a sophisticated empirical approach. I have perceived her as a sociable, hard-working student, eager for knowledge. I wish her all the best and I am sure she will make an impressive contribution to the success of the organizations that engage her talents in the future.”
— Prof. Dr. Thomas Kilian advisor at Media University
