Research project: New fashion and sustainability

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Table of Contents

1. CHAPTER 1 INTRODUCTION.......................................................................................................3

1.0Research Question.........................................................................................................................3

1.1Research Hypothesis......................................................................................................................3

1.2 Research Objectives.....................................................................................................................3

1.3 Limitations of the research...........................................................................................................4

1.4 Organization of the Research.......................................................................................................4

1.5 Limitations....................................................................................................................................4

2. CHAPTER 2 LITERATURE REVIEW............................................................................................5

2.0 Overview of sustainable practices in the fashion industry...........................................................5

2.1 Sustainable Fashion......................................................................................................................5

2.2 Economic Viability.......................................................................................................................7

2.3 Environmental Friendly................................................................................................................7

2.4 Social sustainability......................................................................................................................8

2.5 Conclusion....................................................................................................................................8

3. CHAPTER THREE METHODOLOGY............................................................................................9

3.0 Introduction..................................................................................................................................9

3.1 Problem Definition.......................................................................................................................9

3.1.1 Research Question.................................................................................................................9

3.1.2 Research hypothesis...............................................................................................................9

3.1.3 Research objectives................................................................................................................9

3.2 Research Design Strategy.............................................................................................................9

 3.3 Data Collection Method..............................................................................................................11

3.3.3 Secondary research..............................................................................................................11

3.3.2 Primary research..................................................................................................................11

3.3.3 Advantages and disadvantages of data collection................................................................11

3.4 Research Approach.....................................................................................................................12

3.4.1 Qualitative Research............................................................................................................12

3.4.1.1 Focus group.......................................................................................................................13

3.4.1.2 In-depth interviews...........................................................................................................13

3.4.1.3 Projective techniques........................................................................................................13

3.5 Primary Research Tool Selected.................................................................................................14

3.6 Fieldwork....................................................................................................................................14

3.7 Profile of Respondents................................................................................................................15

4. CHAPTER 4: DATA ANALYSIS...................................................................................................15

4.0 Introduction................................................................................................................................15

4.1 Editing........................................................................................................................................15

4.2 Tabulation...................................................................................................................................15

4.3 Summarization............................................................................................................................16

4.4 Objective 1-Findings..................................................................................................................16

CHAPTER 5: CONCLUSIONS AND RECOMMENDATIONS.......................................................21

5.1 Conclusions................................................................................................................................21

5.2 Recommendations......................................................................................................................21
 Research project: New fashion and sustainability

1. CHAPTER 1 INTRODUCTION
The fashion business is the world's second most hazardous industry. This is the primary cause

for its transformation into a more sustainable one. As sustainability has grown increasingly crucial

for brands and fashion designers, customers are also becoming more aware of the significance of

ethical and environmentally friendly measures (Entwistle, 2014, p. 44). As a result, businesses are

shifting to upcycling strategies to reduce waste, such as recreating items from previous collections

and adopting sustainable materials like organic cotton instead of non-biodegradable materials.

Recycling has also grown in popularity as fashion brands invest in ecologically friendly

manufacturing practices and seek for carbon neutrality across their supply chains. However, such

efforts would be unproductive unless consumers are willing to make mindful choices to minimize

their carbon footprint (Joy, and Peña, 2017, p. 36). Although customers are responsible for 65-75%

of all direct and indirect emissions, they are becoming more cognizant of the impact of their

decisions and are seeking fashion brands who are making a concerted effort to lessen the ecological

footprint. As the fashion industry is transitioning to more ecologically friendly materials,

sustainability looks to be a top priority for fashion designers and firms, as shoppers become more

aware of the environmental impact of fashionable designs.

1.0Research Question

The research will seek to answer the following questions;

1. What steps are being taken by new fashions to enhance sustainability?

2. What is the customers' perception of the adaptations of new fashions towards sustainability?

1.1Research Hypothesis
Implementing sustainable practices in the fashion industry can lead to economic benefits

while also promoting environmental sustainability.

1.2 Research Objectives

1. To assess the current trends in the fashion industry related to sustainability.
 2. To identify any possible ways the fashion industry can become more sustainable.

3. To analyze the effects of new fashion trends on the environment.

1.3 Limitations of the research

The research may need help to bring forward the full scope of new fashion and sustainability.

Because of this, the research may need to be able to capture the impacts of new fashion on different

cultures and the environment, both of which are important aspects of sustainability.

1.4 Organization of the Research

The fashion sector has been chastised for its incorrect environmental implications, which

contribute for between 5% and 10% of global greenhouse gas emissions (Lazzarotti et al., 2011, p.

220). While the global fashion sector emits a significant amount of greenhouse gases, recent

approaches have resolved at sustainability approaches. The goal of this research is to investigate how

the textile industry might achieve sustainable practices that are economically friendly and

environmentally feasible. The study will employ a qualitative approach, combining interviews with

fashion industry executives and customers, as well as data analysis of prominent fashion firms'

sustainability plans. The findings will shed light on the ecological and financial advantages of

sustainable fashion practices, as well as highlight hurdles and opportunities for the industry to move

towards a more environmentally friendly and accountable future.

1.5 Limitations
The research has one shortcoming in that it implies that implementing sustainable practices in

the fashion sector will automatically result in economic gains. While there is evidence to support this

assertion, such as lower resource consumption costs and higher customer demand for sustainable

items, it is crucial to remember that the fashion business is complex and diverse, with numerous

elements that can affect its economic performance. Furthermore, the hypothesis fails to address

potential obstacles to the implementation of sustainable practices, such as early investment

expenditures or the need for considerable changes in supply chain management.

2. CHAPTER 2 LITERATURE REVIEW

2.0 Overview of sustainable practices in the fashion industry
 According to research, Kim and Kim, (2020) discovered the fashion business is the world's

second most polluting industry. Their findings demonstrate that is the fashion industry is the primary

cause for its transformation into a more sustainable one. Fashion sustainability is a complicated

issue with three equally significant components: ecological, social, and commercial. The

environmental aspect takes into account the development of ecological value as well as resource

conservation. The social aspect seeks to guarantee that customers are satisfied (Kim and Kim, 2020,

p. 508). Aesthetic and cultural considerations are also important. In a related study, Niinimäki,

(2015) discovered that the economic side examines the profit of the enterprise or trading company.

Therefore, to ensure knowledge of fashion sustainable practices, all areas must be covered, including

regulation and laws, interfunctional partnership, scientific and technological investments, and

innovation-oriented knowledge (Niinimäki, 2015, p. 9). Interfunctional partnership fosters internal

coordination across the diverse fields as well as among parties involved in the creation of

environmentally conscious goods and delivery systems. Therefore, fashion sustainability should not

be employed as a primary tool in the development of a fashion company's story or marketing plan.

Otherwise, customers may be forced to spend more or choose a specific product. As a result,

integrity of each operation and material is now required.

2.1 Sustainable Fashion

In research, Pero et al. (2020) describes sustainable fashion as apparel and accessories made

using environmentally friendly methods with a focus on decreasing waste and environmental effect.

The findings demonstrated that Ethical and fair labor standards, as well as the use of organic and

recycled materials, are frequently associated with sustainable fashion. The purpose of sustainable

fashion is to lessen the industry's environmental impact while also providing economic prospects to

individuals (Pero et al., 2020, p. 5843). The Sustainable Apparel Coalition (SAC) is a group of

fashion industry executives who have banded together to make the fashion business more

sustainable. The SAC created the Higg Index, a system that enables fashion companies to assess and

improve their environmental and social impact. The Higg Index assesses the ecological
consequences of a company's operations, including water consumption, energy consumption, and

trash generation. The tool also assesses the social impact of employment practices and worker

protections.

According to Gonçalves et al. (2020) Textile fibers and coatings used in material manufacture

must be environmentally friendly and biodegradable, or easily recyclable. The heightened use of

naturally produced organic traditional cellulose fibers like cotton and linen, protein fibers like silk

and wool, and commonly mentioned cellulose fibers like hemp and bamboo that permit the

eradication of harmful toxins has a lower adverse environmental impact and helps textile companies

increase their sustainable development (Gonçalves et al.,2020, p.420). When it comes to increasing

textile sustainability, novel biopolymers derived from improved Kombucha bacterial cellulose with

qualities similar to those of garment materials have gained prominence. Novel cellulose-based fibers,

recycled fibers, and reused components reduce the usage of virgin resources. The utilization of

recycled fibers in clothes also contributes to the fashion industry's circularity.

Karell and Niinimäki, K., 2020 conducted a mixed-method study of design practices and

designers’ roles in sustainable-minded clothing companies. The findings regarding fiber, material,

and finishing technology sustainability demonstrated that modern textile technologies need to

increase the adoption of recyclable and ecological approaches while decreasing the number of

released microfibers. Additionally, the scholars recommended a revolutionary method for reducing

microfibre release by more than 75% during synthetic textile washing (Karell, and Niinimäki, 2020,

p. 4680). To that end, electrofluidodynamic (EFD) coatings with two biodegradable polymers, poly

(lactic acid) (PLA) and poly (butylene succinate-co-butylene adipate) (PBSA), were proposed for use

on polyamide fabrics. Later in this review of the literature, the difficulties associated with the

discharge of microfibers into the ecosystem are also explored.

2.2 Economic Viability
In research, Gazzola, et al. (2020) confirmed that Economic viability is one of the obstacles

that the fashion industry has in developing sustainable practices. Sustainable methods can necessitate

considerable investment, which might be problematic for smaller businesses or those with limited

means. Yet, when organizations cut waste and enhance efficiency, sustainable practices can lead to

long-term cost benefits (Gazzola et al., 2020, p. 2809). Circular fashion is one example of a

financially successful sustainable technique. (Feng, and Ngai, 2020, p. 2477). Circular fashion is a

fashion paradigm in which clothing is manufactured, worn, and then reused or repurposed rather than

discarded. Circular fashion has the potential to minimize waste while also providing economic

opportunities for people in the waste and recyclable industries. The use of renewable energy in

garment manufacture is another example of a commercially sustainable approach (Feng, and Ngai,

2020, p. 2477). Renewable energy sources like sunlight and wind can minimize the industry's

ecological footprint and result in long-term cost benefits for businesses.

2.3 Environmental Friendly

Stöckigt et al. (2018) conducted a research aimed at availing sustainability information in shopping

situations. The findings indicated that developing sustainable methods in the fashion sector

necessitates an emphasis on environmental effect. The clothing and accessory sector contributes

significantly to environmental degradation and global warming, with the manufacture and dispose of

clothing and accessories adding to the release of greenhouse gases and waste In a related study

Thorisdottir and Johannsdottir, (2019) recommended that reducing waste is one way the fashion

business can become more ecologically friendly. This can be accomplished by using recycled

materials and designing goods that are long-lasting and durable. Businesses can also develop take-

back initiatives which enable customers to recycle or upcycle their used clothing. Other way the

fashion business may become more ecologically friendly is to reduce water use. Accessories and

clothing demand a lot of water, which can result in water scarcity and degradation. Businesses can
save water by utilizing more sustainable production processes and installing water recycling

initiatives.

2.4 Social sustainability

In research, Fernandes et al. (2020) discovered that two points should be brought up while discussing

the social dimension of sustainable fashion. The first is a lack of consumer knowledge and

information regarding the fashion things they purchase. The second is related to sustainability

education, which could assist raise consumer awareness. Because of the recent popularity of quick

fashion, consumers readily decide not to wear outmoded apparel and replace it with new ones. Many

cotton shirts and pants are discarded rather than recycled, repurposed, or recreated. Fernandes et al.

(2020) was consistent with Peleg Mizrachi, and 2022 findings which demonstrated that with the

expansion of the concept of sustainability, consumers are frequently encouraged to embrace the

ideals of timeless fashion (slow fashion) rather than strictly adhering to impending fashion

trends. Slow fashion commodities are related with "durables, classic production practices, or

seasonless design ideals." Shoppers are urged to buy smaller, but more lasting, environmental, or

recyclable textile products based on the slow fashion principle.

2.5 Conclusion
The fashion industry has a tremendous environmental and societal influence, but it also has the

capacity to effect positive change. Stöckigt et al. (2018) argued that sustainable methods in the

fashion industry can lead to economic prospects for workers, financial savings for businesses, and a

lower environmental effect. , Fernandes et al. (2020) recommended that the key to developing

sustainable fashion methods is to prioritize both commercial viability and environmental friendliness.

Kim and Kim, (2020) also added that while collaborating together, executives in the fashion industry

can develop a more prosperous economy for the industry and the globe.

3. CHAPTER THREE METHODOLOGY

3.0 Introduction
A comprehensive methodology for data collecting and research is required to build

economically feasible and ecologically beneficial practices in the fashion business. It is suggested
that a qualitative data research approach be used. Qualitative research will evaluate the data from

case studies, focus groups, and interviews, for data analysis. Research should be performed from a

multidisciplinary standpoint, taking into account environmental, economic, and social elements. A

participatory research approach including stakeholders such as industry professionals, legislators,

and consumers can provide useful insights into developing sustainable fashion practices.

3.1 Problem Definition

3.1.1 Research Question
What are the sustainable practices in the fashion industry that can lead to economic benefits

while also promoting environmental sustainability?

3.1.2 Research hypothesis

Implementing sustainable practices in the fashion industry can lead to economic benefits

while also promoting environmental sustainability.

3.1.3 Research objectives

1. To assess the current trends in the fashion industry related to sustainability.

2. To identify any possible ways the fashion industry can become more sustainable.

3. To analyze the effects of new fashion trends on the environment.

3.2 Research Design Strategy

Today, the fashion industry is famous for its significant environmental impact, which has led to

increased responsiveness on the need for sustainable practices. The increased concern on

sustainability has fuelled researchers to investigate how the fashion industry can create sustainable

practices that are both economically friendly and environmentally viable. A qualitative research

strategy can be employed.

A comprehensive literature review was conducted to identify and analyze existing sustainable

practices in the fashion industry. Also, a survey questionnaire was be developed and administered to

key stakeholders in the fashion industry, such as designers, manufacturers, and retailers, to determine

their perceptions and attitudes towards sustainability and its economic viability. Thirdly, case studies
of successful sustainable fashion practices were be analyzed to determine the factors that contribute

to their success.

Furthermore, open-ended interviews were conducted with selected participants to gain a deeper

insight of their experiences and insights on creating sustainable practices that are both economically

viable and environmentally friendly. The findings of this research can inform policy

recommendations and industry-wide interventions to promote sustainable practices in the fashion

industry.

Exploratory research was rejected for this project topic because it focuses on identifying and defining

research challenges rather than testing hypotheses or making conclusions. Because the issue of

sustainable fashion practices is well-established, doing exploratory research would yield no new

insights or directions for this study.

Informal research was also rejected for this project topic since it focuses primarily on determining

cause-and-effect links between variables. The topic of sustainable fashion practices, on the other

hand, is complicated and varied, making it impossible to isolate specific elements and their impacts

on the industry. Furthermore, this method would not provide a thorough grasp of the problem or

effective remedies.

Instead, a more suitable research approach for this topic would be a mixed-methods research design

that employs qualitative to gather in-depth insights various economic and environmental factors

affecting sustainable fashion practices. This approach would allow for a comprehensive analysis of

the issue and offer practical recommendations for creating economically viable and environmentally

friendly practices within the fashion industry.

3.3 Data Collection Method

3.3.3 Secondary research
Secondary data can be significant in researching the topic of creating sustainable practices in

the fashion industry. Secondary data refers to data that has been collected and analyzed by someone
else, such as published reports, academic articles, or government statistics. By reviewing secondary

data, researchers can gain a broader perspective on the issue, examine trends over time, and identify

existing practices that have been successful in promoting sustainable fashion. Secondary data can

provide valuable insights into the economic and environmental impacts of various practices within

the fashion industry. For example, it may reveal the costs and benefits of using recycled materials in

clothing production or the environmental impacts of different dyeing and finishing processes. It may

also highlight the consumer demand for sustainable fashion and the success of certain brands that

have incorporated sustainable practices into their business models.

3.3.2 Primary research

Primary data is critical since it provides first-hand information on customer behavior, product

design, and manufacturing methods when evaluating sustainable practices in the fashion business.

Companies can obtain data regarding customer preferences for sustainable products, as well as their

thoughts and actions toward environmental responsibility, through surveys, participant observations,

and interviews. This information may then be used to help design and manufacture sustainable goods

that satisfy consumer wants while remaining economically viable and ecologically friendly.

Furthermore, primary data collecting can assist textile companies in understanding the environmental

impact of their existing production techniques and identifying opportunities for development.

Therefore, primary data collecting is critical for fashion companies striving to develop economically

viable and ecologically favourable sustainable practices. Companies may make educated decisions

that help both the earth and their business by acquiring firsthand information.

3.3.3 Advantages and disadvantages of data collection

Data collection involves all the processes of attaining information using various ways such as

experimentation, surveys, observation, and interviews. Data collection offers various benefits,

including useful insights into client behavior, the identification of trends and patterns, and the ability

to make informed decisions. It assists businesses in optimizing their operations and improving their

products or services. However, data collection might present significant weaknesses, such as
potential imprecisions, bias, and confidentiality complications. The quality of the tools used to gather

data, the accuracy and honesty of respondents, and the size and proportion of the population all

contribute to data accuracy. Additionally, data collection can be costly and time-consuming, and

gathering personal information might create ethical and legal concerns.

3.4 Research Approach

3.4.1 Qualitative Research
Qualitative research is a means of gathering and interpreting non-numerical data such as records,

interviews, and observations. While investigating sustainable practices in the fashion sector,

qualitative research might be a useful technique for learning about the experiences, opinions, and

behaviors of many stakeholders, including as customers, designers, manufacturers, and legislators.

Consumer attitudes and behaviours towards sustainable fashion: Qualitative research might be

helpful in exploring the following areas:

Consumer attitudes and behaviors toward sustainable fashion: Qualitative approaches such

as group discussions and in-depth interviews may be employed to analyse customer values,

inclinations, and purchase decisions concerning sustainable fashion.

Designer and manufacturer perspectives on sustainable fashion: Interviews and case studies

may be applied to investigate how designers and manufacturers incorporate sustainability into their

operations, the obstacles they experience, and the techniques they employ to overcome these

challenges.

Insights from policymakers and industry experts: Expert interviews and document analysis

can be used to explore policies, legislation, and initiatives that support sustainable practices in the

fashion sector.

It is feasible to get a comprehensive knowledge of the intricate details and trade-offs involved

in designing methods that are ecologically friendly and economically successful and by conducting
qualitative research in the fashion sector. Such an insight may aid in the formulation of effective and

long-term plans that address the needs of all stakeholders in the fashion business.

3.4.1.1 Focus group

Focus groups are a valuable qualitative research method for exploring people's attitudes,

opinions, and behaviors regarding sustainable practices in the fashion industry. They allow for in-

depth discussions with participants who share similar characteristics or experiences, providing rich

data for analysis. Researchers can gain insight into how consumers view sustainability in fashion and

what trade-offs they are willing to make through adoption of focus groups. The results can update the

fashion industry's efforts to improve environmentally friendly and economically viable practices that

align with consumer values and preferences.

3.4.1.2 In-depth interviews

In-depth interviews are a vital qualitative research tool for investigating people's observations

and opinions on sustainable fashion practices. They enable participants to engage in detailed and

complex discussions, offering significant insights into their opinions, behaviors, and motives.

Researchers can acquire a thorough grasp of how customers interpret sustainability in fashion and

what factors impact their decisions by conducting in-depth interviews. This data can help the fashion

industry design sustainable methods that are both commercially viable and ecologically friendly,

while also meeting consumer requirements and preferences.

3.4.1.3 Projective techniques

Project techniques in qualitative research are significant for understanding the complexities

of the fashion industry's efforts to create sustainable practices that balance economic viability and

environmental friendliness. These techniques help to identify key stakeholders, explore their

perspectives and experiences, and uncover potential barriers and solutions for achieving

sustainability in the industry.

3.5 Primary Research Tool Selected

For this study, the survey approach was adopted, which entails gathering data through a standardized

series of questions delivered to a representative sample of people. Surveys can help determine how
representative individual perspectives and experiences are. When executed properly, surveys provide

actual numbers about people's attitudes and actions that can be utilized to make crucial decisions.

This approach is cost-effective and efficient allowing for the collecting of vast amounts of data that

can be statistically evaluated to develop insights and conclusions.

The objectives of a questionnaire are as follows:

 Should translate the information needed into questions that the respondent can answer

 Questionnaire must motivate and encourage the respondent to co-operate & complete the

interview

 Questionnaire should minimise response error

 Should answer your objective

There are four methods of conducting a questionnaire:

 Personal Interview – This is a face-to-face method. The interviewer directly asks the

respondent questions

 Telephone interview – The interviewer phones respondents and asks them questions over

the phone

 Postal Interview – Respondents send their answers to questions through the post

 Electronic Questionnaires – The researcher sends out a questionnaire via e-mail or it is

administered on the internet. Electronic surveys are becoming increasingly popular due to

new technologies

3.6 Fieldwork
Electronic Questionnaires were chosen as the approach. Given the nature of the research

issue, it was determined that the questionnaires should be distributed through a social media

platform. This enabled quick access to responses. Facebook was chosen as the social media platform.

The study was conducted in March 2023. The questionnaires were distributed via personal
messaging. Quick Surveys was used to develop the questionnaire. This software allows for a

limitless number of questions. The questionnaire contained a total of twenty-two questions, all of

which had to be answered. The fieldwork lasted around one week.

3.7 Profile of Respondents

Element: Generation Y (18 to 35 year olds)

Unit: Online through Instagram

Extent: County Dublin

Time: 2022

4. CHAPTER 4: DATA ANALYSIS

4.0 Introduction
Data analysis is an essential component of any research activity. It entails cleaning,

converting, and modelling data in order to get relevant insights and conclusions. Researchers must

undertake many tasks such as editing, coding, tabulation, and summary in order to conduct data

analysis.

4.1 Editing
Editing entails analysing data to discover and correct flaws or inconsistencies. This phase is

critical for ensuring data accuracy and dependability. Researchers must code the data once it has

been altered. This entails assigning numerical values or categories to the data in order to facilitate

analysis. For example, if the data includes survey replies, researchers could assign a numerical value

to each possible answer.

4.2 Tabulation
Tabulation is the process of organizing data into tables, graphs, or charts to visually portray patterns

or trends.
4.3 Summarization
Summarization- This is the final phase of data analysis which entails a brief discussion of the

important results and conclusions based on the data analysis. Identifying correlations, generating

predictions, or making judgements about the study question or hypothesis are all examples of this.

Besides these duties, scholars must select appropriate statistical methods for data analysis. This

may entail using descriptive statistics to summarize data or inferential statistics to make predictions

based on data. Generally, data analysis is a complex process that necessitates careful oversight and

stringent methodology in order to produce accurate and dependable results.

4.4 Objective 1-Findings

This part of the study will involve analysing the data and answering objective 1 which is as follows:

To assess the current trends in the fashion industry related to sustainability.

Q1.Have you ever interacted with current fashion trends related to sustainability?

According to the research interview, a significant majority (81%) of the respondents

reported having interacted with current fashion trends related to sustainability, while a

minority (19%) had not. This information aligns with secondary research data suggesting that

there is a growing awareness and interest in sustainable fashion among consumers. The
 findings from the primary research show that this is still relevant. However, further

investigation is required to understand the nature and extent of their interaction with

sustainable fashion trends.

Q.2 Explain your answer

Never networked with

current fashion trends
related to sustainability
Liked or followed a brand
but don’t interact
To purchase a product or
avail of a service
To get information on
products, services or special
offers
To engage in competitions

0 10 20 30 40
00
05

When the respondents were asked to explain their answers, the results were as
follows:

 18% said that they had never interacted with current fashions related to sustainability

 10% said that they had liked or followed a fashion brand on social media but

don’t interact with the brands

 6% said that they interact with f a s h i o n brands in order to purchase a product or

avail of a service

 37% said that they interact with fashion brands on social media to get information

on products, services or special offers

 35% said that they interact with fashion brands aimed at sustainability on social

media to enter competitions in the hope of winning free products or services

 4.5 Objective 2
This part of the study will involve analysing the data and answering objective 1 which is as

follows: To identify any possible ways the fashion industry can become more sustainable.

Q2. Please rate how each of the following statement affects your intention to purchase the
current fashion brands you follow on social media.

Customers are likely to appreciate fashion designs that encourage sustainability based on the

criteria provided. Personal expression can be achieved through one-of-a-kind and environmentally

friendly designs that reflect the customer's ideals. Products with an emphasis on sustainability can set

themselves apart from competition, raising purchasing intent. Brands that embrace sustainability

boost customer satisfaction, as consumers become more aware of their environmental impact.
 Negative comments/feedback from other
consumers
5%
7% 19%
14% Would probably not
bwould not buy
Probably would not buy
55%
Might or might not buy
Probably would buy
Definitely would buy

The availability to purchase trendy fashion designs

through social media
100%
media page
80% 4
14
60%

40%
1
1
20%
6
0% 7
would definitely fail to buyProbably would not buy
Might or might not buyprobably would buy
Definitely would buy

Q3. Have you ever used social media to search for information on a current
fashion brand before considering buying that brand? (Please explain your
answer)

13
12
10

7
 No Viewed at otherConsideredConsidered for consumers’
deals/special offersinformation comments/ reviews
availability
comments/reviewsprices, availability etc.

When the respondents were asked if they had ever used social media to search for
information on sustainable brands before buying a product, the results were as follows:

 27% said they have never used social media to search for information
 31% said that they have looked at other consumers’ comments or reviews for
information regarding sustainable fashion trends
 26% said they have checked social media for deals and special offered by sustainable
fashion brands
 19% said that they have used social media to check for information on sustainable
brands such as prices and availability
Q4. Are there any other elements of social media which may encourage you to
purchase a brand?

Chase for special offers

Personality approving brand through social media
Increased You Tube videos on fashion brands
More interaction with customers
When the respondents were asked if there were any other elements of the sustainable
fashion brands which may encourage them to purchase, the main findings were:

 Increased competitions and special offers

 personality approving the brand through social media pages
 Increased You Tube videos regarding brands
 More interaction with customer
 CHAPTER 5: CONCLUSIONS AND RECOMMENDATIONS
5.1 Conclusions
According to the findings of the study, the fashion sector must implement sustainable

methods that are both commercially viable and environmentally responsive to lessen its

negative environmental impact. To do so, the sector must adopt sustainable resources,

decrease waste, and prioritize ethical manufacturing procedures. Companies should work

with suppliers, consumers, and legislators to develop a circular economy in which items are

recycled and repurposed, decreasing environmental impact. Furthermore, investing in

sustainable production processes will not only save long-term costs but will also attract eco-

conscious consumers prepared to pay a premium for ecologically friendly items. The fashion

industry has a vital role to play in promoting sustainability, and it is time for businesses to

take responsibility and embrace sustainable practices that line with their CSR aims.

5.2 Recommendations
The fashion business is well-known for having a substantial environmental impact,

including carbon emissions, water pollution, and textile waste. To overcome this challenge,

fashion enterprises must implement ecologically friendly and economically acceptable

sustainable processes. These practices may include the use of sustainable materials such as

organic cotton or recycled polyester, the implementation of sustainable production processes

that reduce waste and energy consumption, and the incorporation of circular business models

that promote clothing reuse, repair, and recycling. Companies should also promote supply

chain transparency to ensure ethical and sustainable practices across the entire manufacturing

process. Eventually, the fashion industry must change toward more ethical and sustainable

methods in order to reduce its environmental impact while sustaining profitability.

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