ADVANCE RESEARCH METHODS
Final Project Report
Submitted by:
Shiza Arif 21I-2119
Sarah Zia 21I-2113
Aman Durrani 21I-2105
Areeba Nisar 21I-2107
Submitted on
December 22nd, 2021
Submitted to:
Dr. Shuja Ul Islam
Contents
1. Abstract .............................................................................................................................................. 3
1.1 Introduction: ................................................................................................................................. 3
1.2 Research Gap................................................................................................................................ 4
1.3 Background and History............................................................................................................... 4
1.4 Significance of Research: ............................................................................................................. 4
1.5 Problem statement: ....................................................................................................................... 4
1.6 Research Objectives: .................................................................................................................... 4
1.6 Keywords: .................................................................................................................................... 4
2. Literature Review............................................................................................................................... 5
2.1 Slow fashion: ................................................................................................................................ 5
2.2 Effective marketing strategies: ..................................................................................................... 5
2.3 Fast Fashion.................................................................................................................................. 6
2.4 Consumer behavior towards sustainable purchasing ................................................................... 6
Marketing theory of Consumer Behavior: ......................................................................................... 7
Psychology Theory of Consumer Behavior: ...................................................................................... 7
2.5 Theoretical framework ................................................................................................................. 8
3. Research Design and Methodology ................................................................................................... 8
3.1 Sample Size: ................................................................................................................................. 8
3.2 Surveys: ........................................................................................................................................ 8
3.3 Quantitative Research: ................................................................................................................. 8
3.4 Measurement item: ....................................................................................................................... 9
3.5 Dependent variable ....................................................................................................................... 9
3.6 Independent variable .................................................................................................................... 9
3.7 Unit of Analysis: .......................................................................................................................... 9
4. Proposed Analysis:........................................................................................................................... 10
4.1 Descriptive Analysis .................................................................................................................. 10
4.2 Reliability Test ........................................................................................................................... 10
4.3 Co-relation .................................................................................................................................. 11
5. References: ....................................................................................................................................... 12
Appendix 1:.......................................................................................................................................... 14
1. Abstract
Sustainable fashion is the talk of the town today. More and more people are turning towards a
sustainable lifestyle thus creating pressure on numerous industries to make its products more
sustainable. This project is all about digging into the idea of sustainability in fashion industry and to
find out harmful effects of current industry practices. The concept literally thrives on the idea of
‘Reuse, Reduce & Recycle’. The main objectives we wish to achieve from this project are not only to
enlighten general public about slow fashion and its positive impact on the environment, but also aim
to determine effective sustainable fashion marketing strategies along with shedding light on the
negative impact of fast fashion. For this purpose, we will be conducting a thorough qualitative
research study on the given topic with respect to consumer purchasing behavior. In regards to our
topic and the variables included we will be conducting surveys to find out more about the buying
behavior of the consumers towards this market. To further promote this eco-friendly concept,
companies may practice take-back and reuse in new clothing and more research should be done to
find out new ways of recyclability.
1.1 Introduction:
Back in the last century there was no concept of Sustainable fashion. Rather it was all about fast
fashion i.e. a term used to define a vastly lucrative and abusive business models grounded on
replicating fashion trends and trending designs, manufacturing them at low cost (Jung, 2014). Often,
this involves mistreating workers under inhumane settings too. Moreover, In addition to the sheer
bulk of discarded material in landfills produced by fast fashion, it has a very negative impact on the
environment through carbon emissions (Taufique, 2018). According to a study, the fast fashion
business is said to be accountable for nearly 10% of universal CO2 secretions yearly which is more
than all global flights and marine shipping combined (Hanson, 2019).
Sustainability is a concept that completely discourages fast fashion. It can be defined as a concept
that emphases on meeting the needs of the present without negotiating the ability of future
generations to meet their necessities (Okur, 2015).
The term sustainability mainly consist of three fundamental pillars (B. Purvis, 2018).
These are:



Economic Pillar
Environmental Pillar
Social Pillar
In this study we will be primarily focusing on sustainable fashion in terms of social and individual
factors. We will be thoroughly elaborating the factors that influence a consumer’s motivation level in
order to incorporate sustainability in their life style. Moreover, we will also be researching on the
several marketing practices particularly branding and how it tends to tap the customers in order to
make a purchase that promotes sustainability. With a sole belief that “Pre-loved can be re loved”, we
aim to aware the general public about how disastrous fast fashion can be and what could be its
effective substitutes. We will not only be enlightening the public about slow fashion in literal terms,
but we will also be trying to minimize fast fashion from the society.
If we talk about fashion, it is everywhere. It includes our outward, visible lives and is an appearance
of who we are. It has a significant impact on every stage of life of a person. People began covering
their bodies with clothes to keep warm and be modest (Okur, 2015). Generally, pressure from peer
groups and variations in lifestyle tend to influence the type of adornment considered acceptable in a
particular time for a particular group (S. McNeil, 2019).
As it is known that we are social animals, clothing is a social statement. It is a forceful and highly
visible medium of communication to use (Pookulangara, 2013). The information that is passed along
to others by a single garment could be who a person is, who a person is not, and who a person would
like to be. Culturally, fashion influences our architecture, music, and museums (Stefco, 2018).
1.2 Research Gap
This research focuses on exploring the gap between the purchase intention and purchase experience
towards sustainable fashion (Yaozhong Zhang, 2021). This study fills the existing gap in research on
how slow fashion influence the consumer mindset and buying behavior and how slow fashion is
portrayed on social media. This study focuses particularly on slow fashion as well as also describes
the aspects of fast fashion on consumer mindset and purchasing power. (Okur, 2015)
1.3 Background and History
Historically, dwellings and clothing have been essential to humanity’s survival, both providing
protection from the environment in different ways. The term fashion was only for the elite and
‘trickled down’ to the masses at the start of the twentieth century in classic fashion theory (Fairhurst,
2010). Much like today, fashion was aspirational and based on change. For consumers, being seen as
‘up to date’ and not ‘out of fashion’ was vital. More practical and stylish clothing became readily
available, by the rise of the ready-to-wear industry (Okur, 2015). Clothing factories produced
garments at a high rate and fashion was within the reach of more and more working people. Thus, the
consumer society began to emerge.
1.4 Significance of Research:
The core aspect of this research is to understand the significance of environmental sustainability in
perspective of fashion industry. It defines the roles and responsibilities of the consumers in moving
us toward a more environmentally sustainable future. This research defines the methods of
promoting slow fashion and minimizing fast fashion from them society. Sustainability plays a vital
role in improving the quality of our lives, protecting our ecosystem and conserving natural resources
for future generations. This study primarily focuses on environmental sustainability as meeting the
resources and services needs of present and future generations without compromising the health of
the ecosystems that provide them.
1.5 Problem statement:
To minimize fast fashion thereby creating an environment that supports the conservation of natural
resources.
1.6 Research Objectives:



To enlighten general public about slow fashion and its positive impact on the environment.
To determine effective sustainable fashion marketing strategies.
To shed light on the negative impacts of fast fashion.
1.6 Keywords:



Sustainability
Consumer behavior
Mindful consumption




Empirical studies
Apparel Industry
Slow fashion
Fast Fashion
2. Literature Review
2.1 Slow fashion:
Slow fashion normally describes long-lasting, locally manufactured clothing, primarily made from
sustainably sourced fair-trade fabrics. It affords freedom to individual style, fosters education about
clothing and emphasizes durability (Stefco, 2018). For building an environment for the future
generations, it is necessary that a socially conscious movement that shifts consumers’ mindsets from
quantity to quality, encouraging people to buy high-quality items less often (Jung, 2014). Slow
fashion incorporates slow production and consumption, preventing exploitation of natural and human
resources to accelerate manufacturing speed (Dangelico, 2017). Nowadays, consumers are more
aware of the impacts of fashion textile on the natural world, as well as the production ethics concerns
directed towards traditional fast fashion products in terms of human resources (S. McNeil, 2019).
The global retail industry has been growing steadily over the last few years and has increased by a
huge margin of billions (Pookulangara, 2013). Over the past decade, the companies have realized
that sustainability and ethical conduct have begun to matter in fashion (Kuo, 2018). The term of
sustainable fashion has become quite familiar within the media over the last few years. Also, as
scholars seek to examine and define slow fashion, they examine the contributing concepts such as
fast fashion, sustainability within the fashion system (S. McNeil, 2019).
Contemporary researchers define slow fashion as the “farmer’s market approach” to clothing. (Şener,
2019). Each item of clothing has a story and consumers have more appreciation and personal
connection with their clothing (Sacco, 2015).
H1: Slow fashion has a positive impact on the consumer behavior towards sustainable purchasing.
2.2 Effective marketing strategies:
In order to reach the goal of sustainability, eco-innovation has been proposed as an effective
mechanism and solution to help enterprises to reduce negative impacts on environment (Kuo, 2018).
Rapid economic growth and resulting overconsumption have accelerated environmental deterioration
worldwide, prompting escalated consumption related environmental concerns (Taufique, 2018).
Over the past decades, environmental sustainability has risen at the top of the international political
agenda and has been recognized as a key driver of innovation (Dangelico, 2017). As a result, a
number of sustainable products such as those included in close fashion can be a significant
contributor towards a sustainable environment.
In the field of marketing research, it has been discussed that why consumers might purchase some
sustainable marketed products over others (Sacco, 2015). Price and efficacy, both are immensely
important factors especially with high performance products (Sacco, 2015). Consumers perceive that
manufacturers make trade-offs between efficacy and sustainability (Sacco, 2015).
Slow fashion that improves with an increasing awareness of sustainability has changed consumers’
value perception and purchasing behaviors (Şener, 2019). Slow fashion has been branching out with
transparent production systems and sustainable products that require fewer mediators between local
producers and consumer and that value local resources and distributors (Şener, 2019). Slow fashion
process encourages garment making companies to be sustainable, environmental and ethical in their
designs (Şener, 2019).
H2: Effective marketing strategies strengthen the relationship between slow fashion and Consumer
behavior towards sustainable purchasing.
H3: Effective marketing strategies weaken the relationship between slow fashion and Consumer
behavior towards sustainable purchasing.
2.3 Fast Fashion
Fast fashion is a plan, a set trend that is steered by the consumer’s demand, more over the gradual
increase and fast changing pace in consumer demand can only be catered for through proper
understanding of how consumers adopt to fast fashion products (Okur, 2015). Furthermore, it focuses
on noticing the difference between how a consumer perceives fast fashion and investigating the role
of motivational factors and their effects and how they motivate them to adopt fast fashion depending
on the level of adoption that can add to the growth of precise market strategies (Fairhurst, 2010). The
tendency of consumers to adopt and to purchase new fast fashion or any fashion products is related
the degree of innovativeness in such products (Kuo, 2018).
According to (Fairhurst, 2010) the fashion apparel industry has drastically evolved, predominantly
over the last 20 years when the limitations of the industry started to expand. The varying dynamics of
the fashion industry since then, such as the desertion of mass manufacturing, increase in amount of
fashion seasons, and adapted structural distinctiveness in the supply chain have enforced retailers to
desire flexibility and low cost in quality, design, delivery and speed to market. (Stephen A. Doyle,
2006). However with time, a gradual incline towards fast fashion is observed in order to prove
rapidly the fashion trends.
Fast fashion has majorly influenced the consumer behavior towards sustainable purchasing. The pace
with which the fashion industry is evolving has affected people and their choices in a negative way.
(Kuo, 2018)
H4: Fast fashion has a negative impact on the consumer behavior towards sustainable purchasing.
2.4 Consumer behavior towards sustainable purchasing
Consumer behavior is related to how a consumer perceives sustainable fashion, how much they are
into doing sustainable purchasing and also, if they are ready to let go of the practices they are
currently on to (Şener, 2019). The growing awareness on the unsustainability of current production
and consumption pattern led to widespread consensus over the need to promote a shift in the
paradigm capable of avoiding the detrimental impacts that current trajectories entail (Taufique,
2018). While the problematic aspects of the dominant paradigm of development have a long history,
they reached center stage attention unite recently as sustainable production and consumption are now
acknowledged as a high priority sustainable development goal for countries worldwide (Lanzini,
2020). Moreover, it is observed that government policies in these economies tend to develop the
economy and feed the hungry, rather than consider environmental performance (Taufique, 2018)
Marketing theory of Consumer Behavior:
Consumer behavior is basically the study of individuals, groups, or organization, as well as all
activities associated with the purchase, use, and disposal of goods and services, is known as
consumer behavior. Consumer behavior refers to how a preferences influence their purchasing
behavior (Zralek & Burgiel, 2020). The three fields' wisdom (economics, psychology, and
anthropology) provide three complementary viewpoints for modern marketing to comprehend
customer behavior. (Bo Zhang, 2021) The research identifies that If we consider purchasing
decisions to be primarily economic, then the perceived worth of the product chosen is effectively
predetermined. The only variables to take into account are product costs and alternatives, as well as
consumer income. However, if we examine the creation and growth of perceived values from
psychological and anthropological perspectives, we may discover a broader variety of elements that
impact the consumer's decision, such as personal, social, cultural, psychological, and environmental
factors. (Bo Zhang, 2021) Furthermore we have realized that individuals in today’s date are more
significantly influenced by the search engines they use while shopping. As a result, digital marketing
tools are an essential component of commercial efforts. Consumers will rank products in their
evoked set according to pre-set criteria and select the most desirable product once purchase decisions
have been made.
Psychology Theory of Consumer Behavior:
Traditional economic interpretations of consumer behavior, on the other hand, overlook the
emotional component of purchasing decisions. It is, in essence, a normative rather than a positive
analysis. Humans aren't like that. Machines Moreover, humans do not always make rational
decisions as economics suggests. Furthermore the (Bo Zhang, 2021) explains that in order to make
up for the exclusions in economics, psychology provides a unique perspective on consumer behavior,
taking into account social, emotional and cognitive needs because all knowledge is socially formed
and perceived, the sociocultural theory emphasizes the functions of social interactions and language
influences as a prelude. Furthermore, Sigmund Freud's psychoanalytic theory emphasizes the conflict
between the id, ego, and superego to meet personal and social requirements. Inspired by Sigmund
Freud, Bernays investigates the illogical forces that drive consumer behavior. His theory was
effectively applied to a female-targeted smoking campaign. Carl Jung, a student, introduces the
notion of neurosis, which is considered to as a major mental illness. That unresolved conflicts
between different viewpoints.
Contrary to economics, psychology determines morals from a subjective and an internal manner
rather than an objective or an external standpoint. Maslow presents an influential hierarchical
analysis of human needs in a similar spirit. Consumers with varying levels of consumption items
have varying levels of needs.
2.5 Theoretical framework
Slow Fashion
Consumer Behavior towards
Sustainable Purchasing
Deendent variable
Fast Fashion
Dependent variable
Independent variable
Effective
Marketing
strategies
Moderating variable
3. Research Design and Methodology
3.1 Sample Size:
In order to achieve the accurate results, the respondents had to be as heterogeneous as possible and
come from different households. The total number around of 150-200 will be selected for the data
collection.
3.2 Surveys:
In regards to the topic and the variables included, surveys would be conducted which would be done
after running social media advertisements and doing promotional marketing. The online
questionnaire will be developed based on the variables under study and each member will be given to
fill in the online questionnaire from their private environment after a verbal introduction to the topic
and study purpose.
3.3 Quantitative Research:
A quantitative research study would be conducted for the topic that is Sustainable fashion with
respect to consumer purchasing behavior and to analyze the underlying constructs and their relations,
an online questionnaire will be developed.
3.4 Measurement item:
All variable constructs will be measured using multiple items on a five point Likert-type scale (1
‘Strongly disagree’ to 5 ‘Strongly agree’). Since literature on sustainable clothing purchase behavior
is still sparse, we drew on green purchase behavior literature for the established constructs and
adapted the items to our context accordingly.
3.5 Dependent variable
Consumer Behavior towards sustainable purchasing
1. What it is important to know about consumers?
2. How products are designed and how they look was the most effective way of appealing to
consumers?
3. Do they buy for quality?
4. How do consumers view the quality of fast fashion?
5. Do they buy for function or need?
6. Do consumers seek functionality and high performance from their clothing?
7. Do they care about ethics?
8. Do consumers care about the ethics of how their clothes were made?
3.6 Independent variable
Slow Fashion
1.
2.
3.
4.
5.
6.
7.
Does the consumer’s green value is strong?
Does the consumer have purchase experience of slow fashion?
Does the consumer have plenty of time for research and decision-making?
Does the consumer have good knowledge of the relevant environmental issues?
Green products are reasonably available?
Does the consumer can afford and is prepared for the financial costs?
How often do you shop at thrift, second-hand, or vintage clothing stores?
Fast Fashion
1.
2.
3.
4.
5.
6.
7.
8.
How do consumers view the quality of fast fashion?
Do consumers seek functionality and high performance from their clothing?
Social status and stigma Social stigma still exists towards second hand clothing?
How to convert customers who expressed sustainable consumption intentions into actual
sales?
How often do you shop in person or online fast fashion brands?
How do you think fast fashion impacts our planet and its people?
What is your opinion on buying second hand clothing?
Have you ever bought an item of clothing, only to never wear it?
3.7 Unit of Analysis:
As our study is based on consumer behavior towards slow fashion therefore, the unit of analysis is
individual.
4. Proposed Analysis:
4.1 Descriptive Analysis
Descriptive Analysis is the type of analysis of data that helps describe, show or summarize data
points in a constructive way such that patterns might emerge that fulfills every condition of the data.
It is one of the most important steps for conducting statistical data analysis. Descriptive analysis
would be run on SPSS for the research study in order to get the accuracy of results.
The initial sample consisted of 200 individuals from Retail sector. Analysis was started by discussing
the descriptive statistic for the dependent and independent variables. To confirm whether there exists
a multi co-linearity in the independent variables the correlation and reliability test among them was
analyzed.
4.2 Reliability Test
The test to evaluate the extent to which outcomes measured remain the same in case of repetitive
attempts are called reliability test. Cronbach’s Alpha is used for measuring the reliability of
instruments used. It is a better way to interpret the results.
Cronbach's
Alpha
N of Items
.820
4
Item Statistics
Mean
Std. Deviation
N
Fast Fashion
3.5238
1.14229
200
Slow Fashion
3.7083
1.04023
200
3.7083
1.05168
200
Consumer
behavior towards
Sustainable
Purchasing
Effective
Marketing
Strategies
4.3 Co-relation
Co-relation is a measure of association between variables of interest. The most commonly used
measure of association is Pearson correlation coefficient. The value of coefficient of correlation
ranges from -1 to +1.
Consumer
behavior
Fast Fashion
Pearson
Correlation
.a
Fast Fashion
Pearson
Correlation
Slow Fashion
Effective
sustainable
Marketing
Slow Fashion purchasing
Strategies
.a
.a
.a
.a
.
.
.
.
0
0
0
0
0
.a
1
.365**
.659**
-.016
.000
.000
.839
Sig. (2-tailed)
N
towards
Sig. (2-tailed)
.
N
0
168
168
168
168
.a
.365**
1
.527**
.076
Sig. (2-tailed)
.
.000
.000
.330
N
0
168
168
168
168
.a
.659**
.527**
1
.057
Pearson
Correlation
Consumer behavior
Pearson
towards
Correlation
Sustainable
Sig. (2-tailed)
.
.000
.000
purchasing
N
0
168
168
168
168
.a
-.016
.076
.057
1
Sig. (2-tailed)
.
.839
.330
.460
N
0
168
168
168
Effective Marketing
Pearson
Strategies
Correlation
.460
168
5. References:
(n.d.).
B. Purvis, Y. M. (2018, September). Three pillars of sustainability: in search of conceptual origins.
Springer Link.
Bo Zhang, Y. Z. (2021). Consumer Attitude towards Sustainability of Fast Fashion Products in the
UK. sustainability, 23.
Dangelico, V. (2017). “Green Marketing”: An analysis of definitions, strategy steps, and tools
through a systematic review of the literature. Journal of Cleaner Production, 1263-1279.
Fairhurst, V. B. (2010). Fast fashion: response to changes in the fashion industry. The International
Review of Retail, Distribution and Consumer Research.
Hanson, M. (2019, December). Fashion contributes to 10 percent of humanity’s carbon emissions.
Big Think.
Jung, J. (2014). A theoretical investigation of slow fashion: sustainable future of the apparel industry.
International Journal of Consumer Studies, 10.
Kuo, S. (2018). A systematic review of technologies involving eco-innovation for enterprises
moving towards sustainability. Journal of Cleaner Production, 13.
Lanzini, S. E. (2020). Factors Affecting Sustainable Consumer Behavior in the MENA Region: A
Systematic Review. Journal of International Consumer Marketing.
Okur, N. (2015). CONSUMER ADOPTION OF FAST-FASHION, DIFFERENCES OF
PERCEPTIONS,AND THE ROLE OF MOTIVATIONS ACROSS THE ADOPTION
GROUPS. AUTEX Research Journal, 8.
Pookulangara, S. (2013). Slow fashion movement: Understanding consumer perceptions—An
exploratory study. Journal of Retailing and Consumer Services, 200-206.
S. McNeil, S. (2019). Slow fashion – Balancing the conscious retail model within the fashion
marketplace. Australasian Marketing Journal, 9.
Sacco, W. H. (2015). Sustainable Purchasing Patterns and Consumer Responsiveness to
Sustainability Marketing.
Şener, B. K. (2019). Sustainable dressing: Consumers' value perceptions towards slow fashion.
Stefco, S. (2018). Key Issues in Slow Fashion: Current Challenges and Future Perspectives.
Sustainability, 11.
Stephen A. Doyle, C. M. (2006). Supplier management in fast moving fashion retailing. Journal of
Fashion Marketing and Management.
Taufique, V. (2018). A fresh look at understanding Green consumer behavior among young urban
Indian consumers through the lens of Theory of Planned Behavior. Journal of Cleaner
Production, 46-55.
Yaozhong Zhang, P. Z. (2021). Consumer Attitude towards Sustainability of Fast Fashion Products
in the UK. Sustainability, 1-23.
Zralek, J., & Burgiel, A. (2020). Prospects for a Sustainable Future: Mapping Sustainable Behaviors
According to Consumer Perceptions.
Appendix 1:
QUESTIONNAIRE
Please read the following and response according to the scale given below:
1 = strongly disagree
2 = Disagree
3 = Neutral
4 = Agree
5 = Strongly Agree
Sr. No.
Questions
1
What it is important to know about consumers?
2
How products are designed and how they look was
the most effective way of appealing to consumers?
3
Do they buy for quality?
4
How do consumers view the quality of fast fashion?
5
Do they buy for function or need?
6
Do consumers care about the ethics of how their
clothes were made?
7
Do consumers seek functionality and high
performance from their clothing?
8
Do they care about ethics?
9
Does the consumer’s green value is strong?
10
Does the consumer have purchase experience of
slow fashion?
11
Does the consumer have plenty of time for
research and decision-making?
1
2
3
4
5
12
Does the consumer have good knowledge of the
relevant environmental issues?
13
Green products are reasonably available?
14
How do consumers view the quality of fast fashion?
15
Do consumers seek functionality and high
performance from their clothing?
16
Social status and stigma Social stigma still exists
towards second hand clothing?
17
How to convert customers who expressed
sustainable consumption intentions into actual
sales?
18
How often do you shop in person or online fast
fashion brands?
19
How do you think fast fashion impacts our
planet and its people?
20
Have you ever bought an item of clothing, only
to never wear it?
21
What is your opinion on buying second hand
clothing?