Exploring the influence of age and education on sustainable consumption behaviour among consumers in the fast fashion industry.
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Authors
Tomoana, Philippa
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Degree
Master of Applied Mangagement
Grantor
Southern Institute of Technology
Date
2024
Supervisors
Acharya, Sanjeev
Type
Masters Thesis
Ngā Upoko Tukutuku (Māori subject headings)
Keyword
Fashion
Sustainable fashion
Sustainable fashion
ANZSRC Field of Research Code (2020)
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Abstract
This research thesis identifies whether there are significant correlations between sustainable consumption behaviour and age and education among individuals over the age of 18 years that reside in Aotearoa New Zealand. While the findings indicate that there is a correlation between sustainable consumption behaviour and education level, no correlation between sustainable consumption behaviour and age could be identified. Furthermore, this research aimed to develop an in-depth understanding of consumers’ perceptions of fast fashion companies’ transparency in their information on their sustainable production efforts, as well as its accessibility. The findings indicated that the majority of participants did not perceive fast fashion companies as being transparent in this area and were unaware of efforts by fast fashion companies to increase their transparency with regard to their sustainable production efforts. More research is required in this field of study and future studies could consider larger sample sizes, over a wider time horizon, while utilising qualitative research to complement their research outcomes.
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CC BY-NC Attribution-NonCommercial 4.0 International