Moda y ecología: multinacionales fast fashion, huella de carbono y percepciones de los consumidores españoles y peruanos
DOI:
https://doi.org/10.26439/ddee2024.n04.5906Keywords:
fast fashion, sustainability, consumerism, Peruvian, SpanishAbstract
In order to meet the growing demand, fashion companies have developed a large production chain that generates a substantial negative impact on the environment, making them highly polluting. In that context, this research aims to analyze whether the ecological impact of fast fashion multinational companies has some effect on the perception of Peruvian and Spanish consumers. The analysis is based on information obtained from online surveys. It is found that consumers consider fast fashion multinational companies as “not so harmful to the environment”, a perception that would be conditioned by the scarce information on the actions of these companies on platforms such as social networks. Another relevant explanatory factor is greenwashing, an unethical strategy based on advertising that emphasizes the notion of “eco-friendly”, but at the same time does not provide information about the materials or production processes which are applied.
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