Abstract

The Fashion Industry has always been an industry full of consumption and waste. From the natural resources used to manufacture garments, to the life cycle of products. With the increase of mass production, sustainability within the industry is a growing concern. Previous research has given great insight into consumer perception of sustainability, but has not yet taken a deeper look into cotton specifically. Through this database research, it has been found that consumers generally do not have a clear understanding of sustainability in cotton products. This may be due to misleading advertisement and lack of transparency of cotton production. Our research will focus on the advertisement of cotton products to consumers and their evaluation of these marketing efforts. The main research method used will be content analysis and quantitative surveys. This will allow for updated insight on consumer perceptions of cotton and how effective its marketing efforts are on the public. This process will help give a better understanding on how transparent cotton advertisements are, what consumers take from them, and help spread awareness of sustainable textiles and their affects.

Modified Abstract

The Fashion Industry has always been an industry full of consumption and waste. From the natural resources used to manufacture garments, to the life cycle of products. With the increase of mass production, sustainability within the industry is a growing concern. Consumers are still fairly uneducated on sustainable textiles, specifically cotton. Through this database research, it has been found that consumers generally do not have a clear understanding of sustainability in cotton products. Our research will focus on the advertisement of cotton products to consumers and their evaluation of these marketing efforts. The main research method used will be content analysis and quantitative surveys. This process will help give a better understanding on how transparent cotton advertisements are, what consumers take from them, and help spread awareness of sustainable textiles and their affect

Research Category

Art/Fashion

Primary Author's Major

Fashion Merchandisinig

Mentor #1 Information

Dr. Jewon Lyu

Start Date

5-4-2018 1:00 PM

Research Area

Behavioral Economics | Fashion Business | Marketing | Natural Resources and Conservation | Sustainability

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Apr 5th, 1:00 PM

Consumer Perceptions of Cotton Sustainability through Advertisements and Marketing Efforts

The Fashion Industry has always been an industry full of consumption and waste. From the natural resources used to manufacture garments, to the life cycle of products. With the increase of mass production, sustainability within the industry is a growing concern. Previous research has given great insight into consumer perception of sustainability, but has not yet taken a deeper look into cotton specifically. Through this database research, it has been found that consumers generally do not have a clear understanding of sustainability in cotton products. This may be due to misleading advertisement and lack of transparency of cotton production. Our research will focus on the advertisement of cotton products to consumers and their evaluation of these marketing efforts. The main research method used will be content analysis and quantitative surveys. This will allow for updated insight on consumer perceptions of cotton and how effective its marketing efforts are on the public. This process will help give a better understanding on how transparent cotton advertisements are, what consumers take from them, and help spread awareness of sustainable textiles and their affects.