Factors of consumption and decision making for fair trade in Slovenia

V svojem magistrskem raziskujem fenomen pravične trgovine oblačil, ki je izjemno širok pojem, zato sem najprej pojasnila potrošnjo in se navezala na pravično potrošnjo. Potrošnjo sem povezala tudi z oglaševanjem, saj oglasi vplivajo na potrošniške odločitve, prav tako pa oglasi pomagajo ustvariti trg določenih dobrin, ali pa trg utrdijo. Želela sem pokazati, da potrošniki niso le pasivne lutke, s katerimi oglasi popolnoma manipulirajo, a vseeno imajo oglasi določen vpliv nanje. Poleg dejavnikov, ki vplivajo na potrošniške odločitve za ali proti pravični trgovini, ki sem jih pridobila s pomočjo anketnih vprašalnikov, sem se posvetila raziskovanju pravične trgovine iz druge smeri – iz smeri proizvajalcev oblačil pravične trgovine. Tako sem dobila vpogled v njihovo dojemanje pravične trgovina, na katere načela se pri tem najbolj opirajo in kako oni oglašujejo svojo blagovno znamko. Do svojih ključnih ugotovitev sem prišla z analizo literature in rezultati anketnih vprašalnikov ter s tremi polstrukturiranimi intervjuji, ki sem jih opravila z lastnicami slovenskih modnih blagovnih znamk, ki se zavzemajo za pravično trgovino. S pridobljenimi rezultati sem poskušala ugotoviti, kaj vse vpliva na potrošniške odločitve za ali proti pravični trgovini. Za raziskovanje sem se odločila, ker moramo fenomen pravične trgovine razumeti s stališča potrošnikov in proizvajalcev, razlagati moramo torej pravično potrošnjo in seveda pravično proizvodnjo oblačil.In my master’s thesis, I explored the phenomenon of fair trade clothing, which is an extremely broad concept, so I decided to firstly explain the notion of consumption in connection to the fair trade consumption. I connected consumption with advertising, since the ads influence consumer decisions and at the same time, ads help to create a market for certain goods, or help to strengthen it. I wanted to show that consumers are not just passive puppets, ready to be manipulated by ads, but that the ads nonetheless still have some influence over them. In addition to the factors that influence consumer decisions for and against fair trade, which were obtained through survey questionnaires, I dedicated myself to exploring fair trade from a different perspective – from the fair trade clothing manufacturers. By doing so, I gained an insight into their perceptions of fair trade, including the answers to what principles they most rely on and how they advertise their brands. I obtained my key findings by analysing the literature and through the results of the survey questionnaires, as well as with the three semi-structured interviews I conducted with owners of Slovenian fashion brands committed to fair trade. With the results attained, I found out what influences consumer decisions for or against fair trade. I decided to research this particular topic because the fair trade phenomenon must be understood from the point of view of both consumers and producers: we must thus interpret fair consumption and, of course, fair production of clothing