This research project explores the consumer awareness of fast fashion amongst Irish consumers aged between eighteen and twentyfive. The aim of this research is to explore the level of awareness consumers have regarding fast fashion. Additionally, it intends to explore what the term “Fast fashion” means to young Irish consumers. Furthermore, this research aims to provide information on consumer perceptions of fashion retailers. Moreover, the research also intends to highlight whether those perceptions play a role in the buyer decision process.
The key findings suggest that consumers fail to associate the ethical and environmental concerns that are synonymous with the fast fashion industry. Moreover, the research also exposed a failure that there is a disconnect between the term fast fashion and the manufacturing methods. Fast fashion and sweatshop labour are not mutually exclusive terms yet fast fashion as a term does not seem to carry the burden of its manufacturing origin. It was found that consumers have intentions of shopping more ethically and sustainably. However, there appears to be several misconceptions in what is currently considered ethical fashion among consumers which would affect the consumers ability to make an informed purchase decision. Cognitive dissonance being the act of consumers distancing themselves from purchase decisions that contradict their morals to avoid the feeling of discomfort was evident in this study. This research also found that the practice of greenwashing was present in fast fashion retailers advertising which does not portray the true environmental and social impacts of a product to the consumer.
Table of Contents
Chapter 1: Introduction
1.1 Background
1.2 Rationale and research question
1.3 Research and methodology
1.4 Research Aims
1.5 Research Objectives
Chapter 2: Literature Review
2.1 Ethical Practices of Manufacturing Companies
2.1.1 Bangladesh
2.2 Working Conditions and Labour Rights
2.2.1 Primark
2.2.2 Zara and Bershka
2.2.3 H&M
2.2.4 Boohoo and Pretty Little Thing (PLT)
2.2.5 Nike
2.2.6 Gucci
2.2.7 Ralph Lauren
2.2.8 Victoria’s Secret
2.2.9 Louis Vuitton
2.3 The Psychology of Buying
2.3.1 Psychodynamic Theory
2.3.2 Cognitive Dissonance Theory
2.4 Fast Fashion
2.5 Consumer Consciousness and Marketing Techniques
2.6 Conclusion
Chapter 3: Methodology
3.1 Introduction
3.2 Research Question
3.3 Research Paradigm
3.4 Research design
3.4.1 Demographics
3.4.2 Opinions
3.4.3 Values
3.5 Research Sample
3.6 Data Collection
3.7 Data analysis
3.8 Ethical Underpinnings
3.9 Methodology Limitations
3.10 Conclusion
Chapter 4: Data Display
4.1 Demographics
4.2 Perceptions and Understandings
4.3 Opinions
4.4 Conclusion
Chapter 5: Data Discussion and Findings
5.1 Ethics
5.2 Environment
5.3 Consumer perceptions and misconceptions
5.4 Buyer Psychology
5.5 Further research topics
5.6 Conclusion
Chapter 6: Conclusions and Recommendations
6.1 Introduction
6.2 Summary of main findings
6.3 Recommendations
6.3.1 Unethical fashion
6.3.2 Highlight environmental impacts
6.3.3 Luxury does not mean ethical
6.4 Limitations of the study
6.5 Personal Reflection
Objectives and Topics
This research aims to investigate the level of consumer awareness regarding the fast fashion industry among Irish consumers aged 18 to 25. The study explores how these consumers define "fast fashion," their perceptions of various fashion retailers, and the extent to which these perceptions influence their actual purchasing decisions.
- Analysis of ethical manufacturing practices and working conditions in the global garment industry.
- Investigation of buyer psychology, specifically focusing on psychodynamic theory and cognitive dissonance.
- Evaluation of consumer awareness levels and the impact of greenwashing in marketing.
- Examination of the disconnect between luxury branding and ethical production standards.
- Assessment of the role of social media and influencer marketing on consumer behavior.
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2.2 Working Conditions and Labour Rights
Garment workers often work in unsafe working conditions ranging from factory fires to building collapses. Fire exits are frequently locked to avoid theft and to keep unions or inspectors from entering the building unannounced and additionally contacting the workforce (Absar, 2001). Workers do not always have a choice as to whether or not to work in unsafe environments as there are few alternatives (Absar, 2001; Zhang et al., 2014). Other garment manufacturing practices such as sand blasting jeans or dyeing clothes can leave workers with long term illnesses which prevent them from being able to continue working. As a result of not working, they and their families can no longer afford to survive (Absar, 2001; Akgun et al., 2005; Zhang et al., 2014).
The trade unions in Bangladesh are weak because they are male dominated while the workers are exclusively female (Absar, 2001). They are also quite weak in achieving the objectives of a union as they only respond to groups of twenty employees regarding wages and require a payment prior to any engagement and without any guarantee of success (Absar, 2001).
Arguably, a union that will only represent groups (not individuals) and requires onerous sums of money from each member to engage in dispute resolution, will leave the individual worker in a very vulnerable position. Female workers in Bangladesh are expected to work a 15-hour day and then find 19 others who are willing to approach a union organisation in order to initiate a change in treatment. Workers’ rights in such regimes are a distant dream. An improvement in working conditions requires not just a strong union presence but also a conscious consumer base (Absar, 2001). Absar (2001) states ‘It would be difficult to see working conditions improve with a weak union presence’ (p. 13).
Summary of Chapters
Chapter 1: Introduction: Outlines the research foundation, defining the topic, the rationale for the study, and setting the specific research aims and objectives.
Chapter 2: Literature Review: Critically evaluates existing research on garment manufacturing ethics, consumer psychology theories, and the definitions of fast fashion and marketing techniques.
Chapter 3: Methodology: Details the mixed methods research framework, the design of the questionnaire, sampling criteria, and ethical considerations for the study.
Chapter 4: Data Display: Presents the raw findings collected from the 120 survey participants regarding their demographics, perceptions, and spending habits.
Chapter 5: Data Discussion and Findings: Interprets the research results in the context of the literature review, focusing on ethical gaps, buyer psychology, and the role of marketing.
Chapter 6: Conclusions and Recommendations: Summarizes the key findings and provides actionable recommendations to improve consumer transparency and ethical awareness in the fashion industry.
Keywords
Fast Fashion, Unethical Fashion, Consumer Awareness, Luxury Fashion, Greenwashing, Cognitive Dissonance, Psychodynamic Theory, Working Conditions, Labour Rights, Sustainable Shopping, Marketing Techniques, Ethical Consumption, Buyer Decision Process, Ireland, Youth Demographics
Frequently Asked Questions
What is the core focus of this research paper?
The paper focuses on exploring the level of consumer awareness regarding the fast fashion industry among Irish consumers in the 18-25 age demographic.
What are the primary thematic fields covered in the work?
The work covers ethics in garment manufacturing, consumer psychology, the environmental impact of fashion, and the marketing strategies utilized by retailers to influence buyer decisions.
What is the main objective of the research?
The objective is to gauge whether consumers understand the term "fast fashion," if they can differentiate between ethical and unethical brands, and how their perceptions influence their purchase choices.
Which scientific methodology was applied?
The study utilizes a mixed-methods approach, combining quantitative and qualitative data gathered through an online questionnaire distributed to 120 respondents.
What topics are discussed in the main body of the text?
The main body examines ethical labor practices, theoretical frameworks like cognitive dissonance and psychodynamic theory, and analyzes survey data regarding brand perceptions and consumer spending behavior.
Which keywords best characterize this research?
Key terms include Fast Fashion, Unethical Fashion, Consumer Awareness, Greenwashing, Cognitive Dissonance, and Ethical Consumption.
How does the research define "fast fashion" in the context of the study?
Fast fashion is defined as low-cost clothing that mimics luxury trends, often manufactured in developing countries under poor working conditions, which consumers frequently fail to associate with exploitation.
What role does "greenwashing" play in the findings?
The study suggests that greenwashing is a prevalent marketing practice where retailers use misleading language, such as "conscious" lines, to portray an environmentally friendly image, causing consumer confusion.
What surprising outcome was discovered regarding luxury brands?
The research revealed a significant misconception among participants that luxury brands are inherently more ethical, despite evidence that many use similar manufacturing practices to mass-market fast fashion retailers.
How does cognitive dissonance affect the consumer's decision process?
Cognitive dissonance is evidenced by consumers who, despite having awareness of ethical issues, continue to purchase from fast fashion brands by distancing themselves from the reality of manufacturing conditions to avoid moral discomfort.
- Quote paper
- Una Glennon (Author), 2020, Consumer Awareness and Fast Fashion. Information on consumer perceptions of fashion retailers, Munich, GRIN Verlag, https://www.grin.com/document/942994
