Silvia Forese | s3507569 RMIT University MANU 1459 Major Project

Abstract

The main purpose of this report is to identify the factors that refrain the market from a full

embracement of ethical fashion and analyse the issues related to them that make consumers desist

from sustainable fashion, understanding their intensity, implication and effects on peoples lives and

the environment.

The reason for this research proposal lays in the need to comprehend whether new messages could

take ethical fashion closer to consumers and inspire a change of direction for the fashion industry.

Considering that this industry has been indicated as the second one most polluting in the world, after

the oil industry, the unsustainable practices that this business employs need to change, so the

industry can thrive in the future.

The research proposal is a literature review of the most recent studies on consumers attitudes

towards ethical fashion. It has provided relevant information for further investigation that will evaluate

the essential drivers and messages needed for a paradigm shift in consumers behaviour. The

literature review has identified that peoples actions are influenced by internal factors (their inner

values) and by external elements (belonging to the retail and social environment). Additionally, the

research shows that consumers intentions do not always support their real actions, which

determines the attitude-behaviour gap. Lastly, the study of the benefit-behaviour connections depicts

that, whether consumers purchase ethical clothing or not, they seek the same rewards which are

seen as the ultimate reason behind any persons choice. However, the literature is currently missing

information on the drivers and messages that could lead to a shift of consumers position towards

ethical fashion consumption. As briefly discussed in the conclusion, this will be the focus of the

second part of the investigation.

Furthermore, the report covers the proposed research design and the information needed regarding

consumers real attitude towards ethical fashion and how they perceive current advertising and

education on the topic. Finally, this research proposal explains that the investigation will follow the

National Statement on Ethical Conduct in Human Research 2007 (Updated May 2015) guidelines,

and it includes a Gantt chart of the structure of the activities deadlines.