An Exploratory Study on the Role of Digital Channels in Promoting Sustainability to Increase Brand Awareness and Develop Customer Purchasing Intentions across the Fast-Fashion Sector in the UK

Bhanushali, Nimisha Rajesh (2025) An Exploratory Study on the Role of Digital Channels in Promoting Sustainability to Increase Brand Awareness and Develop Customer Purchasing Intentions across the Fast-Fashion Sector in the UK. Masters thesis, Dublin, National College of Ireland.

Preview

PDF (Master of Science) Download (3MB) | Preview

Abstract

The aim of this research was exploring role of the digital channels to promote sustainability, increase brand awareness, influence consumer purchase intentions in UK fast fashion. The Was conducted using the self-structured quantitative survey of 100 respondents using Google form. The data was analysed using SPSS, descriptive statistics and explained through theme-wise analysis. The findings have indicated that websites influencer marketing and social media have been widely used but the perceived effectiveness to promote sustainability or influence the consumer behaviour are only be limited. Only a minor portion of the respondents have consistently engaged or noticed the sustainability content, trust on claims was also moderate. Inconsistent messages, greenwashing and lack of transparency were identified as major issues with influencers only having a moderate influencer. Credibility and authenticity are the key factors of effectiveness.

The study has concluded that fast fashion should be authentic and transparent. The research has also contributed to existing literature as it highlighted the gap of actual purchase behaviour and sustainability value in saturated markets. The future research should only focus on regulatory oversight, unethical influencer collaboration for closing the gap.

Item Type:	Thesis (Masters)
Supervisors:	Name Email Feighery, Keith UNSPECIFIED
Subjects:	H Social Sciences > HF Commerce > Marketing > Branding H Social Sciences > HF Commerce > Marketing > Consumer Behaviour G Geography. Anthropology. Recreation > GE Environmental Sciences > Environment H Social Sciences > HD Industries. Land use. Labor > Specific Industries > Fashion Industry H Social Sciences > HF Commerce > Marketing
Divisions:	School of Business (- 2025) > Master of Science in Marketing
Depositing User:	Ciara O'Brien
Date Deposited:	14 Feb 2026 10:51
Last Modified:	14 Feb 2026 10:51
URI:	https://norma.ncirl.ie/id/eprint/9136

Actions (login required)

View Item