BARIJERE ODRŽIVOG RAZVOJA MODNE INDUSTRIJE: SLOŽENOST LANCA SNABDEVANJA I RASKORAK IZMEĐU STAVOVA I PONAŠANJA POTROŠAČA
Sažetak
Održivost je u svetu postala megatrend. Veliki broj kompanija je pod pritiskom države i javnosti da sprovodi održivu praksu poslovanja. Za razliku od prehrambene industrije u kojoj je lako pokrenuta tražnja za održivim proizvodima, jer hrana direktno utiče na zdravlje, u modnoj industriji situacija je drugačija. Cilj ovog rada je analiza prepreka u razvoju održive modne industrije, uključujući: složenost uspostavljanja održivog lanca snabdevanja, nejasan sistem sertifikovanja i etiketiranja, visoke cene održivih modnih proizvoda, visoku stopu rasta sektora brze mode i nisku svest potrošača o značaju održivosti u modnoj industriji, što dovodi do razilaženja stavova i ponašanja potrošača, te niske tražnje za održivim modnim proizvodima. Pored toga, održiva moda predstavlja kontradiktoran termin. Moda podrazumeva dinamiku i sezonsku promenu stilova, što ubrzava učestalost kupovine. To je u suprotnosti sa održivošću u dugom roku, koja podrazumeva usporavanje kupovine. U radu je primarno korišćena meta-analiza kao metoda istraživanja, da bi se objedinili rezultati dosadašnjih studija i usmerila buduća istraživanja.
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