Tools
Tools
Kim, Jio (2022) Green Consumption in Fast Fashion: An investigation into the effect on consumer behaviour and the development of marketing strategies. Masters thesis, Dublin, National College of Ireland.
Preview |
PDF (Master of Science)
Download (2MB) | Preview |
Abstract
The environmental movement is a growing issue in today's society, and the fashion industry is commonly quoted as one of the primary perpetrators of the environmental and social issues that are being addressed. Numerous businesses aim to capitalise on this growing interest by addressing the sustainability of their products. New strategies are being used to achieve this, most notably through marketing strategies. The purpose of this study is to examine how green marketing can influence customer behaviour in the fashion industry.
This study used a deductive quantitative approach to collect reliable viewpoints on the subject. Data was gathered via a Google online survey to examine the research's proposed hypothesis. The data collection process included 150 respondents of diverse ages and nationalities. 27 questions, including ones about demographics, purchasing patterns on fashion items, and understanding of sustainable fashion, were presented to the respondents.
The acquired data was then subjected to thematic analysis and presented as conclusions, revealing a statistically significant association between consumer awareness of sustainable fashion and consumer attitude toward sustainable fashion consumption. The SPSS statistical software version 28.1 was used to investigate the hypothesis in this research.
| Item Type: | Thesis (Masters) |
|---|---|
| Supervisors: | Name Email McElherron, Lynda UNSPECIFIED |
| Subjects: | H Social Sciences > HF Commerce > Marketing > Branding H Social Sciences > HF Commerce > Marketing > Consumer Behaviour H Social Sciences > HD Industries. Land use. Labor > Specific Industries > Fashion Industry |
| Divisions: | School of Business > Master of Science in International Business |
| Depositing User: | Tamara Malone |
| Date Deposited: | 21 Mar 2023 18:15 |
| Last Modified: | 21 Mar 2023 18:15 |
| URI: | https://norma.ncirl.ie/id/eprint/6374 |
Actions (login required)
 |
View Item |