Essays about: "female consumer behavior"

Showing result 1 - 5 of 31 essays containing the words female consumer behavior.

  1. 1. THE ROLE OF SOCIAL MEDIA FASHION  INFLUENCERS ON GEN Z CONSUMERS LAST MINUTE HOLIDAY SHOPPING : A qualitative study on gen z consumers purchase behavior on fast-fashion retailer  

    University essay from Linnéuniversitetet/Institutionen för management (MAN)

    Author : Tracy Najjuko; [2023]
    Keywords : Consumer behavior; Purchase intention; Social media; Influencers; Fashion; Fast-fashion;

    Abstract : The online activities on social media have become a popular beverage among female gen zers in Sweden, as they rely on the platforms to recieve the information they need when evaluating a fashion purchase. This research aims to investigate the consumer last-minute holiday shopping on fast-fashion brands, and how the online fashion influencer could impact them in such occasions. READ MORE

  3. 2. Inclusive marketing : A study of Swedish female consumers’ perceptions of inclusive advertisements in the fashion industry

    University essay from Umeå universitet/Företagsekonomi

    Author : Cornelia Wiklund; [2022]
    Keywords : Inclusive marketing; Advertising; Brand attitudes; Diversity; Swedish consumers; Fashion industry;

    Abstract : In the last decades we have seen an increase of inclusive marketing, partly because of an increase of consumer awareness and expectations. But it can be hard to succeed with inclusive marketing, and previous research shows that many companies have been accused of CSR- washing, forced diversity, etc. READ MORE

  4. 3. How does marketing body positivity influence online purchasing behavior? : A study on Swedish female underwear apparel consumers.

    University essay from

    Author : Andreea Tiron; Nouran Elsharabasy; [2022]
    Keywords : consumer behavior; underwear apparel; body positivity; body positivity marketing; body image; online marketing; purchase intention;

    Abstract : Background:  Body positivity promotion has recently received great attention, both from companies as well as from consumers. The responsibility of companies to promote a healthy body image and be inclusive of all people through their marketing activities is increasing, as the body positivity movement on social media has started to expand and change consumer demands for underwear apparel. READ MORE

  5. 4. Consumers’ perception of Femvertising as a Digital Marketing Strategy in the Beauty- and Apparel Industry : A Qualitative Study of Swedish Gen Z Consumers

    University essay from Högskolan i Halmstad/Akademin för företagande, innovation och hållbarhet

    Author : Lovisa Borssén Myrén; Annie Danås; [2022]
    Keywords : Femvertising; female portrayals; consumer perception; digital marketing; WOM; proactive development; company responsibility; consumer expectations; buying behavior; Gen Z;

    Abstract : This paper is about femvertising which is used as a strategy within marketing to attract female consumers. This strategy is done by companies by pushing for gender equality and female empowerment in their ads. There is a lack of research regarding how femvertising affects consumers' purchase intentions and buying behavior. READ MORE

  6. 5. Clothes Make the (Wo)man: A Qualitative Study on the Construction and Expression of a Green Identity through Second-Hand Clothing

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Julia Deutschen; Gloria Moll; [2021]
    Keywords : Identity Construction; Green Identity; Sustainability; Second-Hand Clothing; Sustainable Fashion Alternatives; Business and Economics;

    Abstract : Thesis Purpose: This study aims to deepen the understanding of green identity construction and expression among female Gen Z consumers in relation to second-hand clothing. Theoretical Perspective: By applying a sociological and a consumer perspective, identity construction and sustainability act as two research domains in which this study is positioned. READ MORE