final market research report

7207 MKT

Individual Market Research Report

Gen Y: Sustainability & Fast Fashion in Australia

Kathleen Maher, s2173655

11/7/2014

‘ Understanding attitudes and factors influencing the consumer behaviour in relation to sustainable fast fashion of Australian Generation Y males and females’

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1.0 Literature Review An undeniable rise in the fast-fashion formula of high-volume and low-cost trends has seen

Australian consumers buying one billion units of clothing in 2012 with 90% of these items

being imported (Philips, 2012). Issues regarding sustainability are bound to arise as

customers are further encouraged to consume at rates that saw The Salvation Army

processing more than 20 million garments a year (Philipps, 2012). The term “fast fashion” is

a term that describes the low-cost clothing that follow current luxury fashion trends despite

its embodiment of unsustainability (Joy, Sherry, Venkatesh, Wang & Chan, 2012).Big name

apparel brands behind the fast fashion trend, such as Zara, H&M and Topshop, have opened

flagship stores in Australia. This is a significant indication of the purchasing power of

Australian consumers.

Apparel brands have moved towards a commitment to clear and defined sustainability

initiatives. Stella (McCartney), H & M, Zara and Quicksilver have all pledged to move away

from the use of fabrics, like Rayon, which require the use of pulp sourced from deforestation

of endangered and ancient forests (Ryrcoft, 2014). These brands have given themselves three

years to find alternative sustainable sources, like straw and recycled fabrics (McCullough,

2014). The level of commitment towards sustainability by these manufacturing powerhouses

is further testament towards the significance of the issue of sustainability in the business

context.

1.1 Fast fashion & SustainabilityGabrielli, Baghi and Vanni (2013) conducted an exploratory study of an overview of fast

fashion from the consumer stand point. This gave insight into the way that consumers ‘live’

fast fashion and how they integrate and consume these products. The way that a consumer

interacts with a product is an essential foundation for any marketing strategy. According to

this study, fast fashion implies a personal and social experience which illustrates a new ideal

moving away from the intrinsic quality of a product to the experience and emotional charge

of it (Gabrielle et. Al, 2013). Kim, Choo & Yoon (2013) further support the importance of the

consumer viewpoint in stating that consumers often consider fashion products to be an

extension of their identity. Previous literature failed to capitalise on the opportunity to

explore fast fashion products as meaningful cues (Gabrielle et. Al, 2013; Bhardwaj &

Fairhurst, 2010). This study has great implications for sustainability, as it contributes a

framework for marketers to understand the consumer standpoint and utilise this in marketing

Kathleen Maher Gen Y: Sustainability & Fast Fashion in Australia

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strategy for sustainably produced fast fashion products. Meeting consumer’s rapidly changing

needs and wants requires a fundamental knowledge of consumer characteristics (Workman &

Cho, 2012).

Ramirez (2013) identified barriers to and enablers of the consumer adoption of sustainability-

oriented offerings (Figure 1) which consisted of three main categories. The enabling factors

are organised under these categories:

1) Marketer competencies enablers

2) Consumer benefits enablers.

Figure 1: Barriers to and Enablers of the Consumer Adoption of Sustainability-Oriented Offerings

This framework provides a starting point and description of how these factors may influence

consumer adoption of sustainable fast fashion products. It describes the marketing

implications within the organisation, while allowing for a better understanding of the

consumer mindset in the adoption process through the consideration of enabling factors and

barriers to adoption.


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Joergen’s (2006) research showed little evidence that ethical issues (including issues

regarding sustainability) made little effect on consumers’ fashion purchase behaviour with

the majority of consumers more interested in their own personal fashion needs. Consumer

attitudes towards ethical consumption can be seen as positive but this lack of actualisation of

this interest into purchasing decisions suggests this issue is more complex (Niinimäki, 2010).

Jegethesan, Sneddon & Soutar (2012) study with denim jeans as the product focuses noted

that respondents did not highly value ethical attributes over garment attributes. Ethical

commitment and ethical values are strong drivers towards purchasing sustainable fashion,

however quality and aesthetics were of significant importance when purchasing fashion items

with the inclusion of sustainable fast fashion (Niinimäki, 2010). This further supports the

idea that consumers interact with fast fashion at a much deeper level and therefore the

consumer standpoint is the essential foundation to an effective marketing strategy.

1.2 Consumer Attitudes towards SustainabilityWhile fast fashion brands continue to see growth in their brand equity (and indeed their

revenue), a consumer trend towards social conscience and worrying about the environment

has recently been identified (The top 10 global consumer trends for 2014, 2014).

Furthermore, The 2013 Aspirational Consumer Index (See Appendix B), a study conducted

by BBMG (a globally recognized brand innovation studio), GlobeScan (a public opinion

research consultancy) and SustainAbility (reputable consultancy firm founded in 1987) in

2013 confirms the rise the of nearly 2.5 Billion consumers globally who are combining style,

social status and sustainability values to redefine consumption (Elks, 2013). The “aspirational

consumer” can be defined as materialists who distinguish themselves in part through brands

but yet believe they have a responsibility to purchase products are good for the environment

and society (Whan, 2013). Demographically, aspirational consumers make up the largest

percentage of Millennials as outlined in Table A below refer to Appendix C for a full

summary of the key findings.

Table 1.2 Key finding extract from The 2013 Aspirational Consumer Index

Young and Urban Demographically, Aspirational consumers

make up the largest percentage of Millennial

(40%) and GenX (37%) generations,

compared to 32% and 33% in the general

population, respectively, and nearly six and

ten (59%) live in cities;


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Bhardwaj & Fairhurst (2010) also acknowledged this rising concern of environmentalist

consciousness. This growth in the ethical consumer market was also acknowledged by

Joergens (2006) but with doubt over whether a considerable majority of consumers would

genuinely forgo their self-interest in order to purchase sustainably ethical alternatives.

The Serviceplan Group, one of the largest owner-operated advertising agency groups in

Europe, have published results (with the survey conducted by Facit Research) showing the

effect of sustainable operations on: a company’s image, consumers’ willingness to buy,

customer loyalty and most importantly the company’s efforts and marketing relating to

sustainability are perceived and rated by consumers (Sustainability Image Score 2013, 2013).

The results of last year’s rankings indicate that sustainability has become a central to society

and are a driving force in boosting sales and adding value (Sustainability Image Score 2013,

2013). However, the concentrated respondents were in Europe. Joy et. Al (2012) explored

consumer’s perceptions of fast fashion sustainability and luxury fashion in Hong Kong &

Canada. College students and their underlying shopping orientations (who fit into Gen Y)

were a focus as a market segment by Bahng, Kincade & Yang (2013) in the U.S. There is a

notable lack of studies conducted with a focus on Australian respondents.

1.3 Gender Specific Fashion Consumption BehavioursMalesBakewell, Mitchwell & Rothwell (2006) addresses the changes in the way that men view

themselves as shoppers. Furthermore, single males were said to have generated over 20% of

total consumer spending in the UK at the time indicating a business potential for retailers and

fashion marketers (Bakewell et. Al, 2006). The trend has continued further with Mintel

(global and award-winning provider of Market Research based in London) revealing that

males between in the age of 16 to 44 years of age have out spent the women’s shopping

average in the U.K (Hawkes, 2013). Traditionally the practice of shopping and clothing

consumption has been largely dominated by female consumers but this view that men are the

‘producers’ and women are ‘consumers’ is outdated (Bakewell et. Al, 2006). However,

‘Millenial men’ have been acknowledged to be a difficult target segment for fashion retailers

(Han, 2014). Males who are fashion conscious consider their fashion clothing as statements

about their identities that encapsulates aspects of themselves from social status, to origin, to

interests (Koksal, 2014). This is not unlike the way that Gabrielle et. Al (2013) described the

consumer interactions with fashion. Consumers today, regardless of gender, are more


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demanding, individualistic, and independent and well informed with a vast choice when it

comes to fashion possibilities with offerings from many domestic and international brands

(Koksal, 2014).

There have been several studies that have investigated male shoppers with Brosdahl &

Carpenter (2011) investigating male shoppers in the United States. Their findings suggests

that the Millennial generation demonstrate significantly higher levels of shopping enjoyment

with greater tendency to shop for the sake of recreation and ‘market mavenism’. Hanzaee

& Aghasibeig (2009) investigated the differences between male and

female Iranian consumers but male fashion purchasing behaviour

has not been comprehensively in academic literate (Koksal, 2014)

with an identified absence of male Australian consumers as focus.

FemalesBakewell & Mitchell (2003) used Sprole’s and Kendall’s (1986) consumer styles inventory

model to segment ‘Generation Y’ consumers and their study confirmed shopping as a

recreational activity. Further, one in two females within this demographic pursued quality in

the product regardless of the imposed premium price (Bakewell & Mitchell, 2003). Hanzaee

& Aghasibeig (2010) studied a sample of Iranian female generation Y consumers and found

that 80% could be described as fashion conscious with four out of five females surveyed

indicating a connection with this trait. As noted above, fashion and shopping has generally

been dominated by a focus on female consumers. Hourigan, Bougoure (2012) identified that

females had a higher fashion clothing involvement than males in their study of Australian

participants (sample of 200). While there are a number of studies focused on female

consumer behaviour there are limited sources with a specific Australian focus. A working

knowledge of gender differences is essential to understanding and predicting consumer

behaviour (Workman, 2010).

1.2 Research AimAttitudes and factors that influence purchasing decisions when it comes to sustainable fast

fashion are not well defined for Australian consumers. No indicative academic literature with

a specific focus on Australian consumers was identified in the literature review. This is a

surprising realisation given the movement of international brands into the Australian market

indicating the economic viability of strength of purchasing power of Australian consumers.

Furthermore, with 41% of the ‘aspirational consumer’ residing in Australia (refer to


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Appendix B) the potential for driving consumer behaviour towards sustainably sound

purchases decision is substantial. This research aims to understand the attitudes of Australian

males and females in buying fast fashion items that are being genuinely produced then

marketed as being ‘sustainable’ and the factors that influence the purchasing decisions in

buying these fast fashion products in general.

1.3 Research Objectives & Hypotheses

1.3.1 R01: To determine the factors that influence decision making in purchasing fast fashion.

H1: Price is more important than sustainability.H2: Personal taste is a significant determinant factor.H3: Product quality is the most important factor.

1.3.2 RO2: To examine the relative importance of sustainability relevant to other determinant factors in decision making between males and females.H4: Females purchase more sustainable fast fashion items than malesH5: Males consider price to be more important than sustainabilityH6: Females have a higher concern for sustainable materials.

1.3.3 RO3: To examine attitudes towards sustainability in fast fashion.H7: Respondents who valued sustainability in general believed they could make a difference by shopping for sustainable items.H8: Respondents who valued sustainability were positively affected by brand alliances with NGOs

2.0 Method: usually participants, instrument, procedure, ethics clearance2.1 ParticipantsA sample size of 63 survey respondents participated in the study. These respondents were

males and females who are Australian residents. An Australian resident was defined as

someone who had spent a considerable portion of their life residing in Australia. This was

further classified by expecting their time living in Australia to be at least as many years as

half their age. This was imperative to the focus of the study.


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Survey respondents were selected using nonprobability technique which used a combination

of convenience, judgement and quota sampling. Judgement sampling was used as a result of

the research focus being Australian consumer attitudes with age constraints. Quota sampling

was used to ensure that representation of both genders was as equal as possible since the

research is designed to ascertain the differences in attitudes and beliefs between the two.

2.2 InstrumentA survey research method was used to collect primary data. The questionnaire design

included both structured and unstructured questions to allow for both a qualitative and

quantitative view and would service data analysis. The questions were designed to be simple

and undisguised. The draft survey was reviewed by a test sample of three respondents

whereby corrections and modifications were made on their feedback. The marketer

competencies enablers and consumer benefits enablers to consumption of sustainability-

oriented offerings as outlined in Figure 1 were used as a guide in the questionnaire design.

Table 2.2 below categorises these questions and a full sample of the instrument is included in

Appendix D. Lastly, the survey was designed to have the following measurements:

• Nominal

• Ordinal

• Interval: Likert scale

Scale indicators featured consistently throughout the questionnaire to gain a meaningful

measurement of consumer attitudes.

Table 2.2: Survey Design

QUESTION #

(as ordered in the

survey)

ENABLER

CATEGORIES

QUESTION TYPE Information

relating to:

1, 2, 3, 4 N/A Categorical Demographics

5, 20 N/A Categorical Fast fashion

consumer

behaviour.

6 N/A Unstructured Preferred place


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to shop

7 N/A Categorical Ranked leading

retailers of fast

fashion (as

mentioned in

Section 1.0).

8 N/A Unstructured Factors

affecting

purchasing

decisions

(unprompted).

9 N/A Unstructured Sustainability

attitudes

towards fast

fashion

10 N/A Categorical Factors

affecting fast

fashion

purchases

(prompted).

Research

Objective

1/Hypotheses

2-3

11, 12, 16, 18, 19 N/A Numerical Sustainability

attitudes

13, 14, 15 Marketing Enablers Numerical Figure 1

17 N/A Price Sensitivity Hypothesis 1

2.3 ProcedureThe research followed a descriptive research design with survey methodology as it seeks to

describe the attitudes and influences of males and females in the purchasing behaviour of fast


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fashion and sustainable fast fashion. It can be described as a descriptive research design as it

seeks to diagnose reasons for particular market outcomes and focuses specifically on the

beliefs and feelings of consumers towards fast fashion. Primary data was collected via online

survey as provided by Questionpro. Sampling and data collection occurred at the same time

and therefore this study can be considered a cross-sectional study.

Participants were approached by the researcher via online communication and asked to

complete the questionnaire via a non-probability convenience sampling technique.

Participants were briefed on the project aim, including what was involved and then invited to

participate in the research by the student researcher. Once potential participants agreed to

participate, they were then provided with a copy of the questionnaire for completion via an

online service Questionpro. Participants were assured of their privacy, the confidentiality of

the data, and voluntary participation rights (i.e. that they are free to withdraw at any time

without comment or penalty). The briefing document was attached to the survey so

participants could revise before participation commenced. This could then be emailed at any

time and included the contact details for the Manager of Ethics and Integrity for concerns or

complaints.

Online communication was sought through social media channels such as Facebook,

LinkedIn and Twitter. Using various social media platforms ensured that a range of

participants could be included in study. Each social media platform has access to a varied

range of potential participants with each network having varied and random members of the

public. This contributes to the nonprobability technique as outlined in section 2.1.

To begin data collection, a general post was broadcast to the networks included within the

researcher’s profile with no specific awareness of who would participate as per a non-

probability technique. Participants were then asked if they were over the age of 18 and have

spent most of their lives in Australia. One survey had to be excluded from the study as they

had fallen outside the required year of birth range. Questionpro provided a live report on the

progress of survey completion throughout the process. Survey participants were sought over

the course of two weeks.

Data analysis has been facilitated by using statistical analysis computer software, ‘Statistical

Package for the Social Sciences (SPSS). Following the two weeks of data collection, the

responses were inputted into SPSS. A range of analysis has been undertaken to test the

hypotheses set. This includes descriptive statistics and other statistical analysis for hypotheses


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testing. Combinations of graphs and tables have been used to represent data in a way that will

reveal any significant findings. Numerical data will be mostly represented in tables, graphs

and histograms.

2.4 Ethics ClearanceAll completed questionnaires will be kept in the online database that is provided by

Questionpro. The account is password protected and only accessible by the account holder

(the student investigator in this case). Only de-identified information is kept in either hard or

soft copy format. At the completion of the project all data will be destroyed with any printed

copies of completed surveys disposed of appropriately (through sensitive materials disposal

as provided at Griffith University). A summary of the overall results can be provided to any

participant on completion of the survey prompted by email contact and provision of

information about this option and the associated contact details are placed at the beginning of

the questionnaire. No identifying information will be reported or stored by the Chief

Investigator or the student researcher. The course ethics protocol number that applies to this

project is MKT/01/10/HREC.

3.0 Results: descriptive statistics about the sample as a whole, and hypothesis testing3.1 Descriptive statistics of the sampleA total of 63 people participated in the survey. Figure 2 shows the total number of males and

the total number of females. Females were 57.14% of the sample and males were at 42.86%.

Therefore, research objective two could be explored objectively with fairly even number of

males. However, the sample size is reflective of the assignment condition which takes into

account time constraints that will apply to the student researcher.


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FIGURE 2: Males & Female Counts in the Sample

Table 3.1 below displays the descriptive statistics of the sample. As can be noted, the

minimum age for respondents is 23 years of age with the maximum age to be 33 years of age.

The average age of the sample is 27.17 years of age.

Table 3.1: Descriptive Statistic by Age of Respondent

Descriptive Statistics

N Minimum Maximum Mean Std. Deviation

Age of respondent 35 23 33 27.17 2.107

Frequency of ages can be seen in Figure 3 below. The age brackets between 26 and 29 years

have the highest representation in the sample.


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FIGURE 3: Histogram of Respondent Ages

Figure 4 below represents the demographics of the sample and shows that almost all

participants were eligible for the study. This was expected as judgment sampling and

questionnaire design allowed for the specific sampling.


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FIGURE 4: Number of Male & Female Australian Residents

Another important measurement was the sample’s consumer behaviour in relation to fast

fashion products. Having a quantifiable measurement of the participants shopping behaviour

in this instance would allow for a better of analysis of the sample at hypothesis testing. Figure

5 below represents the sample’s behaviour in percentage. Half of the sample purchased at

least one fast fashion item in the last three months and over 66% had made some sort of fast

fashion purchase within the last three months.


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FIGURE 5: Percentage of Respondents who purchased fast fashion items

Respondents were asked to indicate if they had made any purchases at the following retail outlets. The question asked participants to consider both online and in-store purchases. Table 3.2 below shows the frequency at which consumers purchased items at these retail outlets. Notably, Myer and David Jones were selected the most often.

TABLE 3.2: “In the last 12 months have you made any purchases at the following retail

brands?”Count Percentage

H & M 18 10.98%General Pants & Co. 17 10.37%Zara 13 7.93%Universal 11 6.71%Topshop 10 6.10%Myer 34 20.73%David Jones 26 15.85%ASOS 25 15.24%The Iconic 10 6.10%

Total 164


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3.2 Hypothesis Testing3.2.1 R01: To determine the factors that influence decision making in purchasing fast fashionH1: Price is more important than sustainability.H2: Personal taste is a significant determinant factor. H3: Product quality is the most important factor.

The first research objective can be explored through numerical, categorical and unstructured

questioning provided in the survey. Categorical and unstructured questioning was used for

questions eight nine and ten respectively (Refer to Appendix D). Question eight was posed as

an unstructured question in which respondents were given the opportunity to list their three

most important factors without prompting. The most frequent answer was price with 19

(30.15%) respondents listing it as their top preference. Personal taste was indeed significant

determinant factor in both the categorical and unstructured questioning with 23 (36.5%) of

respondents listing it within their top preferences.

When respondents were given the following scenario:

“You are trying to make a decision between two fashion items. A sales assistant makes you

aware of the fact that one of the products is made from sustainable materials but the other is

not. Does this piece of advice impact your decision making between the two products?”

Some interesting responses were recorded. Table 3.3 below summarises the notable

responses.

TABLE 3.3: Open-ended responses for Question 9

Nope. Price is what will determine what item I will go with.

Generally no. I'd be more influenced by price and appearanceDepends on quality and price difference. Durability as well

If the two fashion items were the same price, I would choose the sustainable material item, just to support that.

If the price is similar then yes.Most materials are made in China (hence travel far and producing carbon emissions) so it's rare to come across an Australian made product. I have two shirts from Supre

made in Australia.It depends largely on the price of the items. If they are identical items, the same

price, I would choose sustainable materials.


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Table 3.4 below summarises the counts for question ten. Respondents were asked to rank the provided factors from one to six with the number one indicating the most importance.

TABLE 3.4: Counts of responses to: “When making fast fashion purchases which of these factors are most important to you?”

1 2 3 4 5 6Latest fashion trends 4 7 5 1

718 13

Quality 9 25

18 9 3 0

Price 23 11

20 4 4 2

Personal taste 27 17

10 7 3 0

Brand 1 3 6 10

26 18

Sustainability 0 1 5 17

10 31

Figure 6 below indicates that sustainability did not appear as a top preference at all in the

sample. Note that personal taste received the highest rankings the most frequently among

respondents with price being the second most important.


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1 2 30.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

40.00%

45.00%

50.00%

6.25%

10.94%

7.81%

14.06%

39.06%

28.13%

35.94%

17.19%

31.25%

42.19%

26.56%

15.63%

1.56%

4.69%

9.38%

0.00%1.56%

7.81%

Latest fashion trendsQualityPricePersonal tasteBrandSustainability

Preference (1 being the most important)

Perc

enta

ge

Figure 6: Percentages of responses to: “When making fast fashion purchases which of these

factors are most important to you?”

TABLE 3.5: Descriptive Statistics for Questions 12 & 17

N Minimum Maximum Mean Std. Deviation

Respondent Number 63 1 64 32.30 18.700

Sustainability is very

important when I make fast

fashion purchases

63 1 5 2.67 .950

Price is more important to

me than sustainability when

it comes to purchasing fast

fashion items

60 1 5 3.62 .922

Valid N (listwise) 60


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Question 12 and 17 in the survey instrument utilised a likert scale to measure importance of

price relative to sustainability in fast fashion purchases (see Table 3.5 for descriptive

statistics). The sample indicated a neutral reaction overall (M=2.67, SD=.950) to the

importance of sustainability in fast fashion purchases. The sample suggested that price was

more important than sustainability (M= 3.62, SD = .922) when it comes to fast fashion

purchases. The difference between the two means is 0.95. The difference between the two

means is not smaller than the two standard deviations therefore, support for Hypothesis 1 is

inconclusive when analysing this data alone. Figures 7 & 8 below display the frequency of

responses to both these questions.

FIGURE 7: Histogram – ‘Sustainability is very important when I make fast fashion purchases’


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FIGURE 8: Histogram – ‘Price is more important to me than sustainability when I make fast fashion purchases’

As evident, a neutral response is clearly evident in relation to sustainability in fast fashion.

Furthermore, it is clear that price was an important indicator in fast fashion purchases with its

frequency significantly greater than other factors in the level of importance scale.

Hypothesis 1 and 2 were supported by the categorical data with descriptive analysis of the

data. Hypothesis 3 was not supported as outlined in Table 3.5 above with personal taste the

most important factor with structured questioning providing a list of determinant factors for

decision making.

3.2.2 RO2: To examine the relative importance of sustainability relevant to other determinant factors in decision making between males and females.H4: Females purchase more sustainable fast fashion items than males

A cross tabulations and Chi-Square test was undertaken to test the hypotheses.


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TABLE 3.6: Chi-Square Tests Summary of Results

Chi-Square Tests

Value df Asymp. Sig. (2-

sided)

Pearson Chi-Square .914a 3 .822

Likelihood Ratio 1.283 3 .733

Linear-by-Linear Association .509 1 .475

N of Valid Cases 63

a. 4 cells (50.0%) have expected count less than 5. The minimum

expected count is .43.

There is no significant relationship between males and females in terms of their shopping

behaviour for sustainable fast fashion with Pearson’s Chi Square greater than .05 (p=0.822).

Frequency of purchases of sustainable fast fashion items did not depend on gender. Males

exceeded the expected count when indicating they had not made any purchases in the last

three months (O=19, E=18). Females met the expected average for purchase behaviour and

fell just below the expected average for no purchases in the past three months (O=23, E=24).

The frequency can be seen in Figure 9 below with very little difference between male and

female responses throughout the categories.

FIGURE 9: Frequency count of male and female sustainable fashion consumption in

three months.


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Therefore, the hypothesis is not supported in that females shop for sustainable fast fashion

items more than males. It may be noted the fast fashion consumption behaviours as outlined

in Figure 10 below with only 25% of females indicating they had made no fast fashion

purchases in the past three months.

FIGURE 10: Frequency count of male and female sustainable fashion consumption in

three months.


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H5: Males consider price to be more important than sustainabilityAn independence t-test was used to compare the difference between males and females with

the independent variable being gender and the dependent variable being price importance

relative to sustainability.

TABLE 3.7: Summary of T-Test findings

Group Statistics

Gender N Mean Std. Deviation Std. Error Mean

Price is more important to

me than sustainability when

it comes to purchasing fast

fashion items

Male 26 3.69 .928 .182

Female 34 3.56 .927 .159

There is no significant difference between males and females on price being more important

than sustainability – significance is greater than .05 with p=0.758. Males and females


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consider price to be more important than sustainability similarly with only 0.13 differences

between the two means. Therefore, the hypothesis is not supported.

H6: Females have a higher concern for sustainable materials.

The hypothesis was measured using an independent samples test.

TABLE 3.8: Summary of Hypothesis testing

Group Statistics

Gender N Mean Std. Deviation Std. Error Mean

Sustainability is very

important when I make fast

fashion purchases

Male 27 2.74 1.059 .204

Female36 2.61 .871 .145

Fast fashion items should

use sustainable materials at

all times.

Male 26 3.08 1.093 .214

Female36 3.61 .903 .151

Fast fashion items should be

produced using sustainable

processes.

Male 26 3.58 1.027 .201

Female36 3.81 .822 .137

There is a significant difference between males and females when it comes to the importance

of using sustainable material in fast fashion items with p=0.040 less than .05.

The most notable difference can be seen in this category with males (M= 3.08, SD=1.093)

and females (M=3.61, SD=0.903) suggesting that males had were closer to a neutral response

when it comes to sustainable materials in fast fashion. Therefore, the hypothesis is supported.


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3.2.3 RO3: To examine attitudes towards sustainability in fast fashion.H7: Respondents who valued sustainability in general believed they could make a difference by shopping for sustainable items.

Hypothesis eight was tested using multiple regressions. Table 3.9 summarises these statistical findings.

TABLE 3.9: Summary of Multiple Regressions

Variables Entered/Removeda

Model Variables

Entered

Variables

Removed

Method

1

Sustainability is

important to me

in generalb

. Enter

a. Dependent Variable: I believe I can make an impact

on sustainability through my consumer purchases

b. All requested variables entered.

Model Summary

Model R R Square Adjusted R

Square

Std. Error of the

Estimate

1 .489a .239 .226 .979

a. Predictors: (Constant), Sustainability is important to me in general

ANOVAa

Model Sum of Squares df Mean Square F Sig.

1

Regression 18.349 1 18.349 19.131 .000b

Residual 58.508 61 .959

Total 76.857 62

a. Dependent Variable: I believe I can make an impact on sustainability through my consumer

purchases

b. Predictors: (Constant), Sustainability is important to me in general


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Coefficientsa

Model Unstandardized Coefficients Standardized

Coefficients

t Sig.

B Std. Error Beta

1

(Constant) 1.249 .503 2.483 .016

Sustainability is important to

me in general

.589 .135 .489 4.374 .000

a. Dependent Variable: I believe I can make an impact on sustainability through my consumer purchases

A variance of 23.9% in sustainability attitude in general can be accounted by the consumer’s

belief in their consumer purchases making a difference to sustainability. The significance is

less than .05. Furthermore, the beta coefficient for ‘Sustainability is important to me in

general’ is significantly high at 0.489 demonstrating that it is an important indicator to

motivation towards sustainable purchase decisions. Hypothesis 8 is supported.

H8: Respondents who valued sustainability were positively affected by brand alliances with NGOsA multiple regression was used to test the hypothesis. TABLES 3.10 below summarises the statistical findings.

TABLE 3.10: Summary of Multiple Regressions

Variables Entered/Removeda

Model Variables Entered Variables Removed Method

1

1. Sustainability is

very important

when I make

fast fashion

purchases

2. Sustainability is

important to me

in generalb

. Enter

a. Dependent Variable: I am more likely to purchases a fashion item

that is sustainably sourced and/or produced when there is an

advertised alliance between the brand and a recognised Non-

Government (NGO).


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b. All requested variables entered.

The two predictors account for 19.8% variance in sustainability attitudes. Importance of

sustainbility in general and in relation to fast fashion were significant indicators of motivation

or likelihood to purchase with the significance of the regression ANOVA less than .05.

4.0 Discussion4.1 Research Objective 1Price was found to be more important than sustainability. This was not surprising given

McCrindle’s research on Australian attitudes towards climate change found that 65% of their

sample did not want to pay more than 10% for environmentally friendly products and

services. Another one third of Australians don’t want to have to pay anything at all. Watson

& Nan Yan (2013) classified fast fashion consumers as achieving their greatest amount of

personal utility by spending the least amount of money possible on each item. With 66.67%

of the sample indicating they shopped for fast fashion items at least once a month, it can be

said that the respondents displayed characteristics of fast fashion consumers.

Joergen (2006) suggested that ethical issues had minimal impact on consumer’s purchasing

decisions with Niinimäki (2010) also acknowledging the lack of actualisation of ethical

interests into purchasing behaviours. This suggests that incongruences exists between the

business strategies employed by organisations when it comes to sustainable fast fashion. The

Aspirational Consumer (section 1.2), while labelled as materialists, accept that they have


Model Summary

Model R R Square Adjusted R

Square

Std. Error of the

Estimate

1 .444a .198 .170 .931

a. Predictors: (Constant), Sustainability is very important when I make

fast fashion purchases, Sustainability is important to me in general

ANOVAa

Model Sum of Squares df Mean Square F Sig.

1

Regression 12.581 2 6.290 7.261 .002b

Residual 51.113 59 .866

Total 63.694 61

a. Dependent Variable: I am more likely to purchases a fashion item that is sustainably sourced

and/or produced when there is an advertised alliance between the brand

b. Predictors: (Constant), Sustainability is very important when I make fast fashion purchases,

Sustainability is important to me in general

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responsibility to purchase goods or products that are good for the environment. Smizginet,

Carrigan & McEachern (2009) also indicated that economic forces (as well as social)

impacted on behaviour of the conscious consumer and that this type of consumer rarely

translated their ethical interests into action. The findings in this study again strengthen the

idea that while the idea of purchasing is sustainable items is held in high regard, other

determinant factors influence buying decisions more considerably. Jegethesan et. Al, (2012)

also outlined the following attributes as influencers of purchasing decisions: fit,

fashionableness and colour. Therefore, the hypotheses were formulated on a solid inference.

Overall, the research objective was met as factors that influenced decision making in fast

fashion purchases was able to be ascertained with a focus on Australian consumers. This will

allow for a greater understanding of the Australian market and will provide a sufficient

starting point for any international company with a B2C model looking to expand to

Australia.

4.2 Research Objective 2The findings suggests that females have a higher interest in sustainability when it comes to

fast fashion. Manchiraju & Sadachar (2014) study found that self-enhancement and opened to

experience as personal values were significant indicators’ for a consumer to engage in ethical

fashion consumption. ‘Self-enhancement’ was defined to include values such as hedonism,

power and achievement and ‘openness’ also referred to ‘openness to change’ was defined to

include values such as stimulation and self-direction (Manchiraju & Sadachar, 2014).

Therefore, in this study, females had a higher disposition towards these two values than

males.

Both males and females were equally impacted by price consequences to sustainable fast

fashion purchases. Hanzaee (2009) compared the differences in decision making for Iranian

male and female Gen Y participants. Figure 11 outlines the framework that was used in the

study. The most significant factors discovered was that both genders tend to be perfectionist

and sought high quality in their purchases (Hanzaee, 2009). Kim, Choo & Yoon (2013)

highlighted: attractiveness, brand name, store name and quality of clothing as significant

influences in male fashion leadership. Furthermore, both genders showed “Quality/Value

Conscious Consumer” traits (as outlined in Figure 12 below). This means that either gender

would be willing to pay high prices if they were sure that they were getting the best value for

money. In relation to this particular study, it can be said that male and female participants

shared similar values when it came to price and quality which is seen in hypothesis four not


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being unsupported. The findings within this study have given insight into differences and

similarities between genders when it comes to sustainability and fast fashion.

The results of this study support the idea that marketers need to assume that there are definite

differences between genders but certain values, particularly on quality and value for money,

are similarly held regardless of the gender.

FIGURE 12: Characteristics of eight consumer decision-making styles developed by Sproles &

Kendal (1986)

4.3 Research Objective 3Manchiraju & Sadachar (2014) employing the Fritzsche model in the context of ethical

(sustainable) fashion (Fritzsche and Oz, 2007 as cited in Manchiraju & Sadachar,2014),

identified an individual’s personal values to influence his/her ethical behaviour intention.

Therefore, it come as no surprise that respondents who values sustainability believed that

they could make a difference by shopping for sustainable items. Kim, Choo & Yoon (2013)

believed that consumers often consider fashion products to be an extension of their identity.

With this in mind, the positive effect of brand alliances with NGO’s in marketing sustainable

products is also not surprising. Questions were posed to measure the relative importance of

sustainability and the hypotheses testing included significant indicators of the propensity of


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this belief. The probability of a strong association with sustainability could be expected. In

the same way that any individual who has a deep set particular beliefs relates to associations

that aligned with their particular belief or interest, the same applies to participants of this

study. For example, animal lovers will support a group like PETA and therefore a brand

alliance with PETA on developing another sustainable alternative to leather (or any other

animal skin) could have a positive effect for the associating fashion brand. It is the

responsibility of the marketing team to ensure that the message is embedded at the core of

their marketing campaign and ensuring their advertisement are appealing to the consumer

demographic regardless of their propensity towards sustainability in general. The importance

of the marketing message was outlined by Ramirez (2013) and identified as a marketing

enabler to the adoption. The results of this study have given insight into sustainability in

fashion in that it consolidates the idea that consumers do have a strong belief that fashion

should be more sustainable. However, Joergen (2006), Smigin et. Al (2009), and Joy et. Al

(2012) and all acknowledged that positive attitudes towards sustainability were difficult to

convert to purchasing behaviour which further suggest that sustainability involved a myriad

of complex and changing environmental dynamic that intersect with ecological, economic

and socio-political elements.

5.0 Conclusions5.1 Implications & RecommendationsThe key issue facing marketing managers within the realms of fast fashion today is how they

will effectively market their fashion products to the newly identified ‘aspirational consumers’

in such a way to not only optimise the brand’s image and company performance, but also

contribute to permanently altering consumer behaviour to one that supports processes of

long-term sustainability. Therefore the research aimed to answer the following questions:

1. How important is sustainability to consumers when it comes to fast fashion?

2. What are the factors that influence male and female purchasing decisions when it

comes to sustainable fast fashions?

This research builds on past findings and also highlights the growth of support and

importance of sustainability in the consumer mind, particularly at the direction of consumers

who are considered to Generation Y. This also has an impact on consumers who are

considered to be Millennials but the age range of this generation is inclusive of consumers

who are minors at present. Therefore lying outside the scope of the ethics clearance for the


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project. With Gen Y identifies as one of the largest consumer segments behind baby boomers

(Regine, 2011), the marketing implications can have a great impact regardless of the industry.

Arrigo (2013) suggested that an understanding of the connection between corporate

responsibility and the competitive environment allows firms to identify where to effectively

direct their responsible policies and thereby optimizing a return. The notion that corporate

responsibility is imperative in the modern day setting can be held to be true. However, it’s

important for corporations to engage in these activities as a standard rather than be motivated

by a financial gain. Akenji (2014) also found that the consumer is not the most relevant agent

to sustainability and that expecting the consumer to shift their behaviours towards

sustainability is consumer scapegoatism. The term ‘green consumerism’ was coined in this

study and is defined as consumer behaviour that incorporates environmental concerns but

uses the same system of materialism that has been diagnosed as sustainable in the first place

(Akenji, 2014).

Consumers are bombarded with marketing campaigns-both traditionally and digitally-

throughout various touch points in their lives. Internal (psychological) and external (social,

economic etc.) motivations also impact consumer decision making. Therefore, the

recommendation, moving forward, is for fast fashion brands to take the lead and offer

sustainably made and processed goods for consumption as a standard. It is an opportunity to

change consumer behaviour and also to build brand identity. Of course, costs and profits will

always be an issue, but with technology moving at a fast pace, a relationship with

technological leaders and continual knowledge building may overcome initial resistance. The

change must continue to grow its pace exponentially. Fast fashion processes that have been

developed has changed the way that consumers view fashion. With these brands now worth

in the billions of dollars, the financial capability is undeniable. It is important to continue

their ongoing strive towards sustainability and it is the marketing managers’ responsibility to

ensure that the message of sustainability is are effectively and meaningfully communicated to

consumers. However, it will always be a balancing act and consumers need to feel that they

can continue to engage with their favourite brands and fashion in general albeit in a more

responsible way.

5.2 LIMITATIONSThere were a few limitations experienced in the study. They are outlined as follows:


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Sampling Error: Two respondents were found to be outside of the scope of the

sample plan of the study. They had not spent the required amount of time in

Australia (less than half their age). Their survey responses were included in

the results of the study and should not have been.

Categorical data that was used to support research objective one and the

hypotheses within this objectives was not entered into SPSS in due time. Time

constraints did not allow for them to be entered and therefore only a

descriptive analysis was undertaken. This was a missed opportunity to test the

hypotheses for research objective one conclusively.

Further, the questionnaire design could have been improved. For example: the

following two questions were asked: “How many time have your purchased a

fast fashion item in the last three month?” and “How many times have you

purchased a sustainable fast fashion item in the last three months”. Asking

these questions in this way was repetitive and had little effectiveness in the

impact to the study.

Lastly, the quantitative research skills of the student researcher could be

questionable at times. Statistical analysis could have been done more

comprehensively.

Time restraints in the context of an assignment was also a factor. More time

could have led to a more detailed analysis of the results.

5.4 Future research

Future research should include a larger sample with a more extensive range of questions. Further

exploration with Australian consumers as the focus should be undertaken. Also, a comparison of

consumers from all countries of origin would be beneficial in identifying what the core focuses should

be when implementing marketing activities to facilitate adoption of sustainable-oriented products.

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Jegethesan, K., Sneddon, J. N., & Soutar, G. N. (2012). Young australian consumers'

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Management, 16(3), 275-289. doi:http://dx.doi.org/10.1108/13612021211246044

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APPENDIX A: PERSONAL REFLECTION


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APPENDIX B: Aspiration Consumer Index


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APPENDIX C: TABLE 1.1 Key findings of The 2013 Aspirational Consumer IndexTABLE 1.1 Key findings of The 2013 Aspirational Consumer Index

Empowered Shoppers Nearly eight in ten Aspirational consumers say

“shopping for new things excites me” (78%),

compared to 48% of all consumers, and believe

they “can change how a company behaves based

on my purchase decisions” (78%), compared with

66% of all consumers;

Trust in Brands Nearly six in ten Aspirational consumers globally

say they “trust global companies to act in the best

interest of society” (58%), compared with 52% of

all consumers

Seek Style and Status Three-fourths of Aspirational consumers say “I

want to stand out by the way I look, my style”

(73%), compared to 53% of all consumers

Positive Influencers Nearly nine in ten Aspirational consumers say “I

encourage others to buy from socially and

environmentally responsible companies” (88%),

compared to 63% of all consumers;

Responsible Consumers: Nine in ten Aspirational consumers say “I believe

we need to consume less to preserve the

environment for future generations” (92%),

compared to 75% of all consumers, and that they

are “willing to pay more for products produced in

a socially and environmentally responsible way”

(91%) compared to 64% of all consumers

Young and Urban Demographically, Aspirational consumers make

up the largest percentage of Millennial (40%) and

GenX (37%) generations, compared to 32% and

33% in the general population, respectively, and

nearly six and ten (59%) live in cities;

Strength in Emerging Markets Countries with the largest populations of

Aspirational consumers include China (46%),


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Nigeria (45%), Pakistan (44%), India (42%),

Australia (41%), Canada (40%), Indonesia

(38%), Greece (37%), France (36%), USA

(36%), Turkey (35%) and the UK (34%).

Source: http://www.globescan.com/98-press-releases-2013/291-two-and-a-half-billion-aspirational-consumers-

mark-shift-in-sustainable-consumption.html)


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APPENIDIX D: SURVEY INSTRUMENT


final market research report

Documents

sustainability fast

fast fashion products

term fast fashion

fast fashion trend

overview of fast fashion

current luxury fashion

issue of sustainability

consumer behaviour