Abstract Title

[MERCH] Ethical and Sustainable Cotton Initiatives in the Fashion Industry: Are Consumer Purchase Decisions Influenced by Corporate Education Strategies?

Abstract

In today’s retail climate where corporate social responsibility is not only desired but expected of companies, consumers are increasingly aware of how the products they purchase are produced. Despite efforts from companies to adopt sustainability policies, actively employing change within internal systems, specifically related to cotton-based products, continues to be challenging. With a growing emphasis on creating a transparent supply chain that allows consumers to understand the production process, fashion companies have employed education initiatives focused on informing their customers about the steps they take to be ethically, socially, and environmentally responsible. The goal of this case study is to determine whether the educational resources and initiatives presented to consumers from retail companies surrounding their sustainable cotton initiatives affect potential consumer purchase decisions. In order to find the relationship between consumer education and purchase decisions, we will conduct exploratory research investigating companies who actively educate their customers about their sustainable cotton initiatives. By analyzing product reviews related to sustainable products and initiatives, we expect to find that consumers who are educated about sustainable cotton initiatives are more inclined to purchase sustainable and ethical products. Additionally, we anticipate educated consumers to continually support companies within the cotton industry that work to educate their customers on their corporate social responsibility. Overall, we hope to find a positive relationship between a company’s efforts in promoting their initiatives and heightened consumer awareness of sustainable products offered by the company, therefore increasing potential purchase decisions that lead to a lighter environmental footprint within the industry.

Modified Abstract

In today’s retail climate where corporate social responsibility is not only desired but expected of companies, consumers are increasingly aware of how the products they purchase are produced. Despite efforts from companies to adopt sustainability policies, actively employing change within internal systems continues to be challenging. With a growing emphasis on creating a transparent supply chain that allows consumers to understand the production process, fashion companies have employed education initiatives focused on informing their customers about the steps they take to be ethically, socially, and environmentally responsible. The goal of this case study is to determine whether the educational resources and initiatives presented to consumers from retail companies surrounding their sustainable cotton initiatives affect potential consumer purchase decisions.

Research Category

Art/Fashion

Primary Author's Major

Fashion Merchandisinig

Mentor #1 Information

Dr. Jewon

Lyu

Presentation Format

Poster

Start Date

April 2019

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Apr 9th, 1:00 PM

[MERCH] Ethical and Sustainable Cotton Initiatives in the Fashion Industry: Are Consumer Purchase Decisions Influenced by Corporate Education Strategies?

In today’s retail climate where corporate social responsibility is not only desired but expected of companies, consumers are increasingly aware of how the products they purchase are produced. Despite efforts from companies to adopt sustainability policies, actively employing change within internal systems, specifically related to cotton-based products, continues to be challenging. With a growing emphasis on creating a transparent supply chain that allows consumers to understand the production process, fashion companies have employed education initiatives focused on informing their customers about the steps they take to be ethically, socially, and environmentally responsible. The goal of this case study is to determine whether the educational resources and initiatives presented to consumers from retail companies surrounding their sustainable cotton initiatives affect potential consumer purchase decisions. In order to find the relationship between consumer education and purchase decisions, we will conduct exploratory research investigating companies who actively educate their customers about their sustainable cotton initiatives. By analyzing product reviews related to sustainable products and initiatives, we expect to find that consumers who are educated about sustainable cotton initiatives are more inclined to purchase sustainable and ethical products. Additionally, we anticipate educated consumers to continually support companies within the cotton industry that work to educate their customers on their corporate social responsibility. Overall, we hope to find a positive relationship between a company’s efforts in promoting their initiatives and heightened consumer awareness of sustainable products offered by the company, therefore increasing potential purchase decisions that lead to a lighter environmental footprint within the industry.