FINAL MARKET RESEARCH REPORT

7207 MKT
Individual Market Research
Report
Gen Y: Sustainability & Fast
Fashion in Australia
Kathleen Maher, s2173655
11/7/2014
‘ Understanding attitudes and factors influencing the consumer
behaviour in relation to sustainable fast fashion of Australian
Generation Y males and females’

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Kathleen Maher Gen Y: Sustainability&FastFashioninAustralia
1.0 Literature Review
An undeniable rise in the fast-fashion formula of high-volume and low-cost trends has seen
Australian consumers buying one billion units of clothing in 2012 with 90% of these items
being imported (Philips, 2012). Issues regarding sustainability are bound to arise as
customers are further encouraged to consume at rates that saw The Salvation Army
processing more than 20 million garments a year (Philipps, 2012). The term “fast fashion” is
a term that describes the low-cost clothing that follow current luxury fashion trends despite
its embodiment of unsustainability (Joy, Sherry, Venkatesh, Wang & Chan, 2012).Big name
apparel brands behind the fast fashion trend, such as Zara, H&M and Topshop, have opened
flagship stores in Australia. This is a significant indication of the purchasing power of
Australian consumers.
Apparel brands have moved towards a commitment to clear and defined sustainability
initiatives. Stella (McCartney), H & M, Zara and Quicksilver have all pledged to move away
from the use of fabrics, like Rayon, which require the use of pulp sourced from deforestation
of endangered and ancient forests (Ryrcoft, 2014). These brands have given themselves three
years to find alternative sustainable sources, like straw and recycled fabrics (McCullough,
2014). The level of commitment towards sustainability by these manufacturing powerhouses
is further testament towards the significance of the issue of sustainability in the business
context.
1.1 Fast fashion & Sustainability
Gabrielli, Baghi and Vanni (2013) conducted an exploratory study of an overview of fast
fashion from the consumer stand point. This gave insight into the way that consumers ‘live’
fast fashion and how they integrate and consume these products. The way that a consumer
interacts with a product is an essential foundation for any marketing strategy. According to
this study, fast fashion implies a personal and social experience which illustrates a new ideal
moving away from the intrinsic quality of a product to the experience and emotional charge
of it (Gabrielle et. Al, 2013). Kim, Choo & Yoon (2013) further support the importance of the
consumer viewpoint in stating that consumers often consider fashion products to be an
extension of their identity. Previous literature failed to capitalise on the opportunity to
explore fast fashion products as meaningful cues (Gabrielle et. Al, 2013; Bhardwaj &
Fairhurst, 2010). This study has great implications for sustainability, as it contributes a
framework for marketers to understand the consumer standpoint and utilise this in marketing
strategy for sustainably produced fast fashion products. Meeting consumer’s rapidly changing

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needs and wants requires a fundamental knowledge of consumer characteristics (Workman &
Cho, 2012).
Ramirez (2013) identified barriers to and enablers of the consumer adoption of sustainability-
oriented offerings (Figure 1) which consisted of three main categories. The enabling factors
are organised under these categories:
1) Marketer competencies enablers
2) Consumer benefits enablers.
Figure 1: Barriers to and Enablers of the Consumer Adoption of Sustainability-Oriented Offerings
This framework provides a starting point and description of how these factors may influence
consumer adoption of sustainable fast fashion products. It describes the marketing
implications within the organisation, while allowing for a better understanding of the
consumer mindset in the adoption process through the consideration of enabling factors and
barriers to adoption.
Joergen’s (2006) research showed little evidence that ethical issues (including issues
regarding sustainability) made little effect on consumers’ fashion purchase behaviour with

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the majority of consumers more interested in their own personal fashion needs. Consumer
attitudes towards ethical consumption can be seen as positive but this lack of actualisation of
this interest into purchasing decisions suggests this issue is more complex (Niinimäki, 2010).
Jegethesan, Sneddon & Soutar (2012) study with denim jeans as the product focuses noted
that respondents did not highly value ethical attributes over garment attributes. Ethical
commitment and ethical values are strong drivers towards purchasing sustainable fashion,
however quality and aesthetics were of significant importance when purchasing fashion items
with the inclusion of sustainable fast fashion (Niinimäki, 2010). This further supports the
idea that consumers interact with fast fashion at a much deeper level and therefore the
consumer standpoint is the essential foundation to an effective marketing strategy.
1.2 Consumer Attitudes towards Sustainability
While fast fashion brands continue to see growth in their brand equity (and indeed their
revenue), a consumer trend towards social conscience and worrying about the environment
has recently been identified (The top 10 global consumer trends for 2014, 2014).
Furthermore, The 2013 Aspirational Consumer Index (See Appendix B), a study conducted
by BBMG (a globally recognized brand innovation studio), GlobeScan (a public opinion
research consultancy) and SustainAbility (reputable consultancy firm founded in 1987) in
2013 confirms the rise the of nearly 2.5 Billion consumers globally who are combining style,
social status and sustainability values to redefine consumption (Elks, 2013). The “aspirational
consumer” can be defined as materialists who distinguish themselves in part through brands
but yet believe they have a responsibility to purchase products are good for the environment
and society (Whan, 2013). Demographically, aspirational consumers make up the largest
percentage of Millennials as outlined in Table A below refer to Appendix C for a full
summary of the key findings.
Table 1.2 Key finding extract from The 2013 Aspirational Consumer Index
Young and Urban Demographically, Aspirational consumers
make up the largest percentage of
Millennial (40%) and GenX (37%)
generations, compared to 32% and 33% in
the general population, respectively, and
nearly six and ten (59%) live in cities;

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Bhardwaj & Fairhurst (2010) also acknowledged this rising concern of environmentalist
consciousness. This growth in the ethical consumer market was also acknowledged by
Joergens (2006) but with doubt over whether a considerable majority of consumers would
genuinely forgo their self-interest in order to purchase sustainably ethical alternatives.
The Serviceplan Group, one of the largest owner-operated advertising agency groups in
Europe, have published results (with the survey conducted by Facit Research) showing the
effect of sustainable operations on: a company’s image, consumers’ willingness to buy,
customer loyalty and most importantly the company’s efforts and marketing relating to
sustainability are perceived and rated by consumers (Sustainability Image Score 2013, 2013).
The results of last year’s rankings indicate that sustainability has become a central to society
and are a driving force in boosting sales and adding value (Sustainability Image Score 2013,
2013). However, the concentrated respondents were in Europe. Joy et. Al (2012) explored
consumer’s perceptions of fast fashion sustainability and luxury fashion in Hong Kong &
Canada. College students and their underlying shopping orientations (who fit into Gen Y)
were a focus as a market segment by Bahng, Kincade & Yang (2013) in the U.S. There is a
notable lack of studies conducted with a focus on Australian respondents.
1.3 Gender Specific Fashion Consumption Behaviours
Males
Bakewell, Mitchwell & Rothwell (2006) addresses the changes in the way that men view
themselves as shoppers. Furthermore, single males were said to have generated over 20% of
total consumer spending in the UK at the time indicating a business potential for retailers and
fashion marketers (Bakewell et. Al, 2006). The trend has continued further with Mintel
(global and award-winning provider of Market Research based in London) revealing that
males between in the age of 16 to 44 years of age have out spent the women’s shopping
average in the U.K (Hawkes, 2013). Traditionally the practice of shopping and clothing
consumption has been largely dominated by female consumers but this view that men are the
‘producers’ and women are ‘consumers’ is outdated (Bakewell et. Al, 2006). However,
‘Millenial men’ have been acknowledged to be a difficult target segment for fashion retailers
(Han, 2014). Males who are fashion conscious consider their fashion clothing as statements
about their identities that encapsulates aspects of themselves from social status, to origin, to
interests (Koksal, 2014). This is not unlike the way that Gabrielle et. Al (2013) described the
consumer interactions with fashion. Consumers today, regardless of gender, are more
demanding, individualistic, and independent and well informed with a vast choice when it

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comes to fashion possibilities with offerings from many domestic and international brands
(Koksal, 2014).
There have been several studies that have investigated male shoppers with Brosdahl &
Carpenter (2011) investigating male shoppers in the United States. Their findings suggests
that the Millennial generation demonstrate significantly higher levels of shopping enjoyment
with greater tendency to shop for the sake of recreation and ‘market mavenism’. Hanzaee &
Aghasibeig (2009) investigated the differences between male and female Iranian
consumers but male fashion purchasing behaviour has not been comprehensively in
academic literate (Koksal, 2014) with an identified absence of male Australian
consumers as focus.
Females
Bakewell & Mitchell (2003) used Sprole’s and Kendall’s (1986) consumer styles inventory
model to segment ‘Generation Y’ consumers and their study confirmed shopping as a
recreational activity. Further, one in two females within this demographic pursued quality in
the product regardless of the imposed premium price (Bakewell & Mitchell, 2003). Hanzaee
& Aghasibeig (2010) studied a sample of Iranian female generation Y consumers and found
that 80% could be described as fashion conscious with four out of five females surveyed
indicating a connection with this trait. As noted above, fashion and shopping has generally
been dominated by a focus on female consumers. Hourigan, Bougoure (2012) identified that
females had a higher fashion clothing involvement than males in their study of Australian
participants (sample of 200). While there are a number of studies focused on female
consumer behaviour there are limited sources with a specific Australian focus. A working
knowledge of gender differences is essential to understanding and predicting consumer
behaviour (Workman, 2010).
1.2 Research Aim
Attitudes and factors that influence purchasing decisions when it comes to sustainable fast
fashion are not well defined for Australian consumers. No indicative academic literature with
a specific focus on Australian consumers was identified in the literature review. This is a
surprising realisation given the movement of international brands into the Australian market
indicating the economic viability of strength of purchasing power of Australian consumers.
Furthermore, with 41% of the ‘aspirational consumer’ residing in Australia (refer to
Appendix B) the potential for driving consumer behaviour towards sustainably sound

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purchases decision is substantial. This research aims to understand the attitudes of Australian
males and females in buying fast fashion items that are being genuinely produced then
marketed as being ‘sustainable’ and the factors that influence the purchasing decisions in
buying these fast fashion products in general.
1.3 Research Objectives & Hypotheses
1.3.1 R01: To determine the factorsthat influencedecision making in
purchasing fastfashion.
H1: Price is more important than sustainability.
H2: Personal taste is a significant determinant factor.
H3: Product quality is the most important factor.
1.3.2 RO2: To examine the relative importanceof sustainability relevant to
other determinant factorsin decision making between males and females.
H4: Females purchase more sustainable fast fashion items than males
H5: Males consider price to be more important than sustainability
H6: Females have a higher concern for sustainable materials.
1.3.3 RO3: To examine attitudes towards sustainability in fast fashion.
H7: Respondents who valued sustainability in general believed they could make a difference
by shopping for sustainable items.
H8: Respondents who valued sustainability were positively affected by brand alliances with
NGOs
2.0 Method: usually participants, instrument, procedure, ethics
clearance
2.1 Participants
A sample size of 63 survey respondents participated in the study. These respondents were
males and females who are Australian residents. An Australian resident was defined as
someone who had spent a considerable portion of their life residing in Australia. This was
further classified by expecting their time living in Australia to be at least as many years as
half their age. This was imperative to the focus of the study.

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Survey respondents were selected using nonprobability technique which used a combination
of convenience, judgement and quota sampling. Judgement sampling was used as a result of
the research focus being Australian consumer attitudes with age constraints. Quota sampling
was used to ensure that representation of both genders was as equal as possible since the
research is designed to ascertain the differences in attitudes and beliefs between the two.
2.2 Instrument
A survey research method was used to collect primary data. The questionnaire design
included both structured and unstructured questions to allow for both a qualitative and
quantitative view and would service data analysis. The questions were designed to be simple
and undisguised. The draft survey was reviewed by a test sample of three respondents
whereby corrections and modifications were made on their feedback. The marketer
competencies enablers and consumer benefits enablers to consumption of sustainability-
oriented offerings as outlined in Figure 1 were used as a guide in the questionnaire design.
Table 2.2 below categorises these questions and a full sample of the instrument is included in
Appendix D. Lastly, the survey was designed to have the following measurements:
• Nominal
• Ordinal
• Interval: Likert scale
Scale indicators featured consistently throughout the questionnaire to gain a meaningful
measurement of consumer attitudes.
Table 2.2: Survey Design
QUESTION #
(as ordered in the
survey)
ENABLER
CATEGORIES
QUESTION TYPE Information
relating to:
1, 2, 3, 4 N/A Categorical Demographics
5, 20 N/A Categorical Fast fashion
consumer
behaviour.

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6 N/A Unstructured Preferred place
to shop
7 N/A Categorical Ranked
leading
retailers of fast
fashion (as
mentioned in
Section 1.0).
8 N/A Unstructured Factors
affecting
purchasing
decisions
(unprompted).
9 N/A Unstructured Sustainability
attitudes
towards fast
fashion
10 N/A Categorical Factors
affecting fast
fashion
purchases
(prompted).
Research
Objective
1/Hypotheses
2-3
11, 12, 16, 18, 19 N/A Numerical Sustainability
attitudes
13, 14, 15 Marketing Enablers Numerical Figure 1
17 N/A Price Sensitivity Hypothesis 1

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2.3 Procedure
The research followed a descriptive research design with survey methodology as it seeks to
describe the attitudes and influences of males and females in the purchasing behaviour of fast
fashion and sustainable fast fashion. It can be described as a descriptive research design as it
seeks to diagnose reasons for particular market outcomes and focuses specifically on the
beliefs and feelings of consumers towards fast fashion. Primary data was collected via online
survey as provided by Questionpro. Sampling and data collection occurred at the same time
and therefore this study can be considered a cross-sectional study.
Participants were approached by the researcher via online communication and asked to
complete the questionnaire via a non-probability convenience sampling technique.
Participants were briefed on the project aim, including what was involved and then invited to
participate in the research by the student researcher. Once potential participants agreed to
participate, they were then provided with a copy of the questionnaire for completion via an
online service Questionpro. Participants were assured of their privacy, the confidentiality of
the data, and voluntary participation rights (i.e. that they are free to withdraw at any time
without comment or penalty). The briefing document was attached to the survey so
participants could revise before participation commenced. This could then be emailed at any
time and included the contact details for the Manager of Ethics and Integrity for concerns or
complaints.
Online communication was sought through social media channels such as Facebook,
LinkedIn and Twitter. Using various social media platforms ensured that a range of
participants could be included in study. Each social media platform has access to a varied
range of potential participants with each network having varied and random members of the
public. This contributes to the nonprobability technique as outlined in section 2.1.
To begin data collection, a general post was broadcast to the networks included within the
researcher’s profile with no specific awareness of who would participate as per a non-
probability technique. Participants were then asked if they were over the age of 18 and have
spent most of their lives in Australia. One survey had to be excluded from the study as they
had fallen outside the required year of birth range. Questionpro provided a live report on the
progress of survey completion throughout the process. Survey participants were sought over
the course of two weeks.

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Data analysis has been facilitated by using statistical analysis computer software, ‘Statistical
Package for the Social Sciences (SPSS). Following the two weeks of data collection, the
responses were inputted into SPSS. A range of analysis has been undertaken to test the
hypotheses set. This includes descriptive statistics and other statistical analysis for hypotheses
testing. Combinations of graphs and tables have been used to represent data in a way that will
reveal any significant findings. Numerical data will be mostly represented in tables, graphs
and histograms.
2.4 Ethics Clearance
All completed questionnaires will be kept in the online database that is provided by
Questionpro. The account is password protected and only accessible by the account holder
(the student investigator in this case). Only de-identified information is kept in either hard or
soft copy format. At the completion of the project all data will be destroyed with any printed
copies of completed surveys disposed of appropriately (through sensitive materials disposal
as provided at Griffith University). A summary of the overall results can be provided to any
participant on completion of the survey prompted by email contact and provision of
information about this option and the associated contact details are placed at the beginning of
the questionnaire. No identifying information will be reported or stored by the Chief
Investigator or the student researcher. The course ethics protocol number that applies to this
project is MKT/01/10/HREC.
3.0 Results: descriptive statistics aboutthe sample as a whole, and
hypothesis testing
3.1 Descriptive statistics of the sample
A total of 63 people participated in the survey. Figure 2 shows the total number of males and
the total number of females. Females were 57.14% of the sample and males were at 42.86%.
Therefore, research objective two could be explored objectively with fairly even number of
males. However, the sample size is reflective of the assignment condition which takes into
account time constraints that will apply to the student researcher.

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FIGURE 2: Males & Female Counts in the Sample
Table 3.1 below displays the descriptive statistics of the sample. As can be noted, the
minimum age for respondents is 23 years of age with the maximum age to be 33 years of age.
The average age of the sample is 27.17 years of age.
Table 3.1: Descriptive Statistic by Age of Respondent
Descriptive Statistics
N Minimum Maximum Mean Std. Deviation
Age of respondent 35 23 33 27.17 2.107
Frequency of ages can be seen in Figure 3 below. The age brackets between 26 and 29 years
have the highest representation in the sample.

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FIGURE 3: Histogram of Respondent Ages
Figure 4 below represents the demographics of the sample and shows that almost all
participants were eligible for the study. This was expected as judgment sampling and
questionnaire design allowed for the specific sampling.

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FIGURE 4: Number of Male & Female Australian Residents
Another important measurement was the sample’s consumer behaviour in relation to fast
fashion products. Having a quantifiable measurement of the participants shopping behaviour
in this instance would allow for a better of analysis of the sample at hypothesis testing. Figure
5 below represents the sample’s behaviour in percentage. Half of the sample purchased at
least one fast fashion item in the last three months and over 66% had made some sort of fast
fashion purchase within the last three months.

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FIGURE 5: Percentage of Respondents who purchased fast fashion items
Respondents were asked to indicate if they had made any purchases at the following retail
outlets. The question asked participants to consider both online and in-store purchases. Table
3.2 below shows the frequency at which consumers purchased items at these retail outlets.
Notably, Myer and David Jones were selected the most often.
TABLE 3.2: “In the last 12 months have you made any purchases at the following retail
brands?”
Count Percentage
H & M 18 10.98%
General Pants & Co. 17 10.37%
Zara 13 7.93%
Universal 11 6.71%
Topshop 10 6.10%
Myer 34 20.73%
David Jones 26 15.85%
ASOS 25 15.24%
The Iconic 10 6.10%
Total 164

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3.2 Hypothesis Testing
3.2.1 R01: To determine the factors that influence decision making in purchasing fast fashion
H1: Price is more important than sustainability.
H2: Personal taste is a significant determinant factor.
H3: Product quality is the most important factor.
The first research objective can be explored through numerical, categorical and unstructured
questioning provided in the survey. Categorical and unstructured questioning was used for
questions eight nine and ten respectively (Refer to Appendix D). Question eight was posed as
an unstructured question in which respondents were given the opportunity to list their three
most important factors without prompting. The most frequent answer was price with 19
(30.15%) respondents listing it as their top preference. Personal taste was indeed significant
determinant factor in both the categorical and unstructured questioning with 23 (36.5%) of
respondents listing it within their top preferences.
When respondents were given the following scenario:
“You are trying to make a decision between two fashion items. A sales assistant makes you
aware of the fact that one of the products is made from sustainable materials but the other is
not. Does this piece of advice impact your decision making between the two products?”
Some interesting responses were recorded. Table 3.3 below summarises the notable
responses.
TABLE 3.3: Open-ended responses for Question 9
Nope. Price is what will determine what item I will go with.
Generally no. I'd be more influenced by price and appearance
Depends on quality and price difference. Durability as well
If the two fashion items were the same price, I would choose the sustainable
material item, just to support that.
If the price is similar then yes.
Most materials are made in China (hence travel far and producing carbon
emissions) so it's rare to come across an Australian made product. I have two
shirts from Supre made in Australia.
It depends largely on the price of the items. If they are identical items, the same
price, I would choose sustainable materials.

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Table 3.4 below summarises the counts for question ten. Respondents were asked to rank the
provided factors from one to six with the number one indicating the most importance.
TABLE 3.4: Counts of responses to: “When making fast fashion purchases which of these
factors are most important to you?”
1 2 3 4 5 6
Latest fashion trends 4 7 5 17 18 13
Quality 9 25 18 9 3 0
Price 23 11 20 4 4 2
Personal taste 27 17 10 7 3 0
Brand 1 3 6 10 26 18
Sustainability 0 1 5 17 10 31
Figure 6 below indicates that sustainability did not appear as a top preference at all in the
sample. Note that personal taste received the highest rankings the most frequently among
respondents with price being the second most important.

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Figure 6: Percentages of responses to: “When making fast fashion purchases which of these
factors are most important to you?”
TABLE 3.5: Descriptive Statistics for Questions 12 & 17
N Minimum Maximum Mean Std. Deviation
RespondentNumber 63 1 64 32.30 18.700
Sustainabilityis very
importantwhen I make fast
fashion purchases
63 1 5 2.67 .950
Price is more importantto
me than sustainabilitywhen
it comes to purchasing fast
fashion items
60 1 5 3.62 .922
Valid N (listwise) 60
6.25%
10.94%
7.81%
14.06%
39.06%
28.13%
35.94%
17.19%
31.25%
42.19%
26.56%
15.63%
1.56%
4.69%
9.38%
0.00%
1.56%
7.81%
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
45.00%
50.00%
1 2 3
Percentage
Preference
(1 being the most important)
Latest fashion trends
Quality
Price
Personal taste
Brand
Sustainability

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Question 12 and 17 in the survey instrument utilised a likert scale to measure importance of
price relative to sustainability in fast fashion purchases (see Table 3.5 for descriptive
statistics). The sample indicated a neutral reaction overall (M=2.67, SD=.950) to the
importance of sustainability in fast fashion purchases. The sample suggested that price was
more important than sustainability (M= 3.62, SD = .922) when it comes to fast fashion
purchases. The difference between the two means is 0.95. The difference between the two
means is not smaller than the two standard deviations therefore, support for Hypothesis 1 is
inconclusive when analysing this data alone. Figures 7 & 8 below display the frequency of
responses to both these questions.
FIGURE 7: Histogram – ‘Sustainability is very important when I make fast fashion
purchases’

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FIGURE 8: Histogram – ‘Price is more important to me than sustainability when I
make fast fashion purchases’
As evident, a neutral response is clearly evident in relation to sustainability in fast fashion.
Furthermore, it is clear that price was an important indicator in fast fashion purchases with its
frequency significantly greater than other factors in the level of importance scale.
Hypothesis 1 and 2 were supported by the categorical data with descriptive analysis of the
data. Hypothesis 3 was not supported as outlined in Table 3.5 above with personal taste the
most important factor with structured questioning providing a list of determinant factors for
decision making.
3.2.2 RO2: To examine the relative importance of sustainability relevant to other
determinant factors in decision making between males and females.
H4: Females purchase more sustainable fast fashion items than males
A cross tabulations and Chi-Square test was undertaken to test the hypotheses.

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TABLE 3.6: Chi-Square Tests Summary of Results
Chi-Square Tests
Value df Asymp. Sig. (2-
sided)
Pearson Chi-Square .914a
3 .822
Likelihood Ratio 1.283 3 .733
Linear-by-Linear
Association
.509 1 .475
N of Valid Cases 63
a. 4 cells (50.0%) have expected countless than 5. The minimum
expected count is .43.
There is no significant relationship between males and females in terms of their shopping
behaviour for sustainable fast fashion with Pearson’s Chi Square greater than .05 (p=0.822).
Frequency of purchases of sustainable fast fashion items did not depend on gender. Males
exceeded the expected count when indicating they had not made any purchases in the last
three months (O=19, E=18). Females met the expected average for purchase behaviour and
fell just below the expected average for no purchases in the past three months (O=23, E=24).
The frequency can be seen in Figure 9 below with very little difference between male and
female responses throughout the categories.

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FIGURE 9: Frequency count of male and female sustainable fashion consumption in
three months.
Therefore, the hypothesis is not supported in that females shop for sustainable fast fashion
items more than males. It may be noted the fast fashion consumption behaviours as outlined
in Figure 10 below with only 25% of females indicating they had made no fast fashion
purchases in the past three months.

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FIGURE 10: Frequency count of male and female sustainable fashion consumption in
three months.
H5: Males consider price to be more important than sustainability
An independence t-test was used to compare the difference between males and females with
the independent variable being gender and the dependent variable being price importance
relative to sustainability.
TABLE 3.7: Summary of T-Test findings
Group Statistics
Gender N Mean Std. Deviation Std. Error Mean
Price is more important to
me than sustainability when
it comes to purchasing fast
fashion items
Male 26 3.69 .928 .182
Female 34 3.56 .927 .159

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There is no significant difference between males and females on price being more important
than sustainability – significance is greater than .05 with p=0.758. Males and females
consider price to be more important than sustainability similarly with only 0.13 differences
between the two means. Therefore, the hypothesis is not supported.
H6: Females have a higher concern for sustainable materials.
The hypothesis was measured using an independent samples test.
TABLE 3.8: Summary of Hypothesis testing
Group Statistics
Gender N Mean Std. Deviation Std. Error Mean
Sustainabilityis very
importantwhen I make fast
fashion purchases
Male 27 2.74 1.059 .204
Female
36 2.61 .871 .145
Fast fashion items should
use sustainable materials at
all times.
Male 26 3.08 1.093 .214
Female
36 3.61 .903 .151
Fast fashion items should
be produced using
sustainable processes.
Male 26 3.58 1.027 .201
Female
36 3.81 .822 .137
There is a significant difference between males and females when it comes to the importance
of using sustainable material in fast fashion items with p=0.040 less than .05.
The most notable difference can be seen in this category with males (M= 3.08, SD=1.093)
and females (M=3.61, SD=0.903) suggesting that males had were closer to a neutral response
when it comes to sustainable materials in fast fashion. Therefore, the hypothesis is supported.

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3.2.3 RO3: To examine attitudes towards sustainability in fast fashion.
H7: Respondents who valued sustainability in general believed they could make a difference
by shopping for sustainable items.
Hypothesis eight was tested using multiple regressions. Table 3.9 summarises these statistical
findings.
TABLE 3.9: Summary of Multiple Regressions
Variables Entered/Removeda
Model Variables
Entered
Variables
Removed
Method
1
Sustainabilityis
importantto me
in generalb
. Enter
a. DependentVariable:I believe I can make an impact
on sustainabilitythrough my consumer purchases
b. All requested variables entered.
Model Summary
Model R R Square Adjusted R
Square
Std. Error of the
Estimate
1 .489a
.239 .226 .979
a. Predictors:(Constant),Sustainabilityis importantto me in general
ANOVAa
Model Sum of Squares df Mean Square F Sig.
1
Regression 18.349 1 18.349 19.131 .000b
Residual 58.508 61 .959
Total 76.857 62
a. DependentVariable:I believe I can make an impacton sustainabilitythrough my consumer
purchases
b. Predictors:(Constant),Sustainabilityis importantto me in general

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Coefficientsa
Model Unstandardized Coefficients Standardized
Coefficients
t Sig.
B Std. Error Beta
1
(Constant) 1.249 .503 2.483 .016
Sustainabilityis importantto
me in general
.589 .135 .489 4.374 .000
a. DependentVariable:I believe I can make an impacton sustainabilitythrough my consumer purchases
A variance of 23.9% in sustainability attitude in general can be accounted by the consumer’s
belief in their consumer purchases making a difference to sustainability. The significance is
less than .05. Furthermore, the beta coefficient for ‘Sustainability is important to me in
general’ is significantly high at 0.489 demonstrating that it is an important indicator to
motivation towards sustainable purchase decisions. Hypothesis 8 is supported.
H8: Respondents who valued sustainability were positively affected by brand alliances with
NGOs
A multiple regression was used to test the hypothesis. TABLES 3.10 below summarises the statistical
findings.
TABLE 3.10: Summary of Multiple Regressions
Variables Entered/Removeda
Model Variables Entered Variables Removed Method
1
1. Sustainabilityis
very important
when I make
fast fashion
purchases
2. Sustainabilityis
importantto me
in generalb
. Enter
a. DependentVariable:I am more likely to purchases a fashion item
that is sustainablysourced and/or produced when there is an
advertised alliance between the brand and a recognised Non-
Government(NGO).
b. All requested variables entered.

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The two predictors account for 19.8% variance in sustainability attitudes. Importance of
sustainbility in general and in relation to fast fashion were significant indicators of motivation
or likelihood to purchase with the significance of the regression ANOVA less than .05.
4.0 Discussion
4.1 Research Objective 1
Price was found to be more important than sustainability. This was not surprising given
McCrindle’s research on Australian attitudes towards climate change found that 65% of their
sample did not want to pay more than 10% for environmentally friendly products and
services. Another one third of Australians don’t want to have to pay anything at all. Watson
& Nan Yan (2013) classified fast fashion consumers as achieving their greatest amount of
personal utility by spending the least amount of money possible on each item. With 66.67%
of the sample indicating they shopped for fast fashion items at least once a month, it can be
said that the respondents displayed characteristics of fast fashion consumers.
Joergen (2006) suggested that ethical issues had minimal impact on consumer’s purchasing
decisions with Niinimäki (2010) also acknowledging the lack of actualisation of ethical
interests into purchasing behaviours. This suggests that incongruences exists between the
business strategies employed by organisations when it comes to sustainable fast fashion. The
Aspirational Consumer (section 1.2), while labelled as materialists, accept that they have
responsibility to purchase goods or products that are good for the environment. Smizginet,
Carrigan & McEachern (2009) also indicated that economic forces (as well as social)
impacted on behaviour of the conscious consumer and that this type of consumer rarely
Model Summary
Model R R Square Adjusted R
Square
Std. Error of the
Estimate
1 .444a
.198 .170 .931
a. Predictors:(Constant), Sustainabilityis very importantwhen I make
fast fashion purchases,Sustainabilityis importantto me in general
ANOVAa
Model Sum of Squares df Mean Square F Sig.
1
Regression 12.581 2 6.290 7.261 .002b
Residual 51.113 59 .866
Total 63.694 61
a. DependentVariable:I am more likely to purchases a fashion item thatis sustainablysourced
and/or produced when there is an advertised alliance between the brand
b. Predictors:(Constant),Sustainabilityis very importantwhen I make fastfashion purchases,
Sustainabilityis importantto me in general

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translated their ethical interests into action. The findings in this study again strengthen the
idea that while the idea of purchasing is sustainable items is held in high regard, other
determinant factors influence buying decisions more considerably. Jegethesan et. Al, (2012)
also outlined the following attributes as influencers of purchasing decisions: fit,
fashionableness and colour. Therefore, the hypotheses were formulated on a solid inference.
Overall, the research objective was met as factors that influenced decision making in fast
fashion purchases was able to be ascertained with a focus on Australian consumers. This will
allow for a greater understanding of the Australian market and will provide a sufficient
starting point for any international company with a B2C model looking to expand to
Australia.
The findings suggests that females have a higher interest in sustainability when it comes to
fast fashion. Manchiraju & Sadachar (2014) study found that self-enhancement and opened to
experience as personal values were significant indicators’ for a consumer to engage in ethical
fashion consumption. ‘Self-enhancement’ was defined to include values such as hedonism,
power and achievement and ‘openness’ also referred to ‘openness to change’ was defined to
include values such as stimulation and self-direction (Manchiraju & Sadachar, 2014).
Therefore, in this study, females had a higher disposition towards these two values than
males.
Both males and females were equally impacted by price consequences to sustainable fast
fashion purchases. Hanzaee (2009) compared the differences in decision making for Iranian
male and female Gen Y participants. Figure 11 outlines the framework that was used in the
study. The most significant factors discovered was that both genders tend to be perfectionist
and sought high quality in their purchases (Hanzaee, 2009). Kim, Choo & Yoon (2013)
highlighted: attractiveness, brand name, store name and quality of clothing as significant
influences in male fashion leadership. Furthermore, both genders showed “Quality/Value
Conscious Consumer” traits (as outlined in Figure 12 below). This means that either gender
would be willing to pay high prices if they were sure that they were getting the best value for
money. In relation to this particular study, it can be said that male and female participants
shared similar values when it came to price and quality which is seen in hypothesis four not
being unsupported. The findings within this study have given insight into differences and
similarities between genders when it comes to sustainability and fast fashion.

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The results of this study support the idea that marketers need to assume that there are definite
differences between genders but certain values, particularly on quality and value for money,
are similarly held regardless of the gender.
FIGURE 12: Characteristics of eight consumer decision-making styles developed by Sproles & Kendal (1986)
Manchiraju & Sadachar (2014) employing the Fritzsche model in the context of ethical
(sustainable) fashion (Fritzsche and Oz, 2007 as cited in Manchiraju & Sadachar,2014),
identified an individual’s personal values to influence his/her ethical behaviour intention.
Therefore, it come as no surprise that respondents who values sustainability believed that
they could make a difference by shopping for sustainable items. Kim, Choo & Yoon (2013)
believed that consumers often consider fashion products to be an extension of their identity.
With this in mind, the positive effect of brand alliances with NGO’s in marketing sustainable
products is also not surprising. Questions were posed to measure the relative importance of
sustainability and the hypotheses testing included significant indicators of the propensity of
this belief. The probability of a strong association with sustainability could be expected. In
the same way that any individual who has a deep set particular beliefs relates to associations
that aligned with their particular belief or interest, the same applies to participants of this
study. For example, animal lovers will support a group like PETA and therefore a brand
alliance with PETA on developing another sustainable alternative to leather (or any other

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animal skin) could have a positive effect for the associating fashion brand. It is the
responsibility of the marketing team to ensure that the message is embedded at the core of
their marketing campaign and ensuring their advertisement are appealing to the consumer
demographic regardless of their propensity towards sustainability in general. The importance
of the marketing message was outlined by Ramirez (2013) and identified as a marketing
enabler to the adoption. The results of this study have given insight into sustainability in
fashion in that it consolidates the idea that consumers do have a strong belief that fashion
should be more sustainable. However, Joergen (2006), Smigin et. Al (2009), and Joy et. Al
(2012) and all acknowledged that positive attitudes towards sustainability were difficult to
convert to purchasing behaviour which further suggest that sustainability involved a myriad
of complex and changing environmental dynamic that intersect with ecological, economic
and socio-political elements.
5.0 Conclusions
5.1 Implications & Recommendations
The key issue facing marketing managers within the realms of fast fashion today is how they
will effectively market their fashion products to the newly identified ‘aspirational consumers’
in such a way to not only optimise the brand’s image and company performance, but also
contribute to permanently altering consumer behaviour to one that supports processes of
long-term sustainability. Therefore the research aimed to answer the following questions:
1. How important is sustainability to consumers when it comes to fast fashion?
2. What are the factors that influence male and female purchasing decisions when it
comes to sustainable fast fashions?
This research builds on past findings and also highlights the growth of support and
importance of sustainability in the consumer mind, particularly at the direction of consumers
who are considered to Generation Y. This also has an impact on consumers who are
considered to be Millennials but the age range of this generation is inclusive of consumers
who are minors at present. Therefore lying outside the scope of the ethics clearance for the
project. With Gen Y identifies as one of the largest consumer segments behind baby boomers
(Regine, 2011), the marketing implications can have a great impact regardless of the industry.
Arrigo (2013) suggested that an understanding of the connection between corporate
responsibility and the competitive environment allows firms to identify where to effectively

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direct their responsible policies and thereby optimizing a return. The notion that corporate
responsibility is imperative in the modern day setting can be held to be true. However, it’s
important for corporations to engage in these activities as a standard rather than be motivated
by a financial gain. Akenji (2014) also found that the consumer is not the most relevant agent
to sustainability and that expecting the consumer to shift their behaviours towards
sustainability is consumer scapegoatism. The term ‘green consumerism’ was coined in this
study and is defined as consumer behaviour that incorporates environmental concerns but
uses the same system of materialism that has been diagnosed as sustainable in the first place
(Akenji, 2014).
Consumers are bombarded with marketing campaigns-both traditionally and digitally-
throughout various touch points in their lives. Internal (psychological) and external (social,
economic etc.) motivations also impact consumer decision making. Therefore, the
recommendation, moving forward, is for fast fashion brands to take the lead and offer
sustainably made and processed goods for consumption as a standard. It is an opportunity to
change consumer behaviour and also to build brand identity. Of course, costs and profits will
always be an issue, but with technology moving at a fast pace, a relationship with
technological leaders and continual knowledge building may overcome initial resistance. The
change must continue to grow its pace exponentially. Fast fashion processes that have been
developed has changed the way that consumers view fashion. With these brands now worth
in the billions of dollars, the financial capability is undeniable. It is important to continue
their ongoing strive towards sustainability and it is the marketing managers’ responsibility to
ensure that the message of sustainability is are effectively and meaningfully communicated to
consumers. However, it will always be a balancing act and consumers need to feel that they
can continue to engage with their favourite brands and fashion in general albeit in a more
responsible way.
5.2 LIMITATIONS
There were a few limitations experienced in the study. They are outlined as follows:
 Sampling Error: Two respondents were found to be outside of the scope of the
sample plan of the study. They had not spent the required amount of time in
Australia (less than half their age). Their survey responses were included in
the results of the study and should not have been.

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 Categorical data that was used to support research objective one and the
hypotheses within this objectives was not entered into SPSS in due time. Time
constraints did not allow for them to be entered and therefore only a
descriptive analysis was undertaken. This was a missed opportunity to test the
hypotheses for research objective one conclusively.
 Further, the questionnaire design could have been improved. For example: the
following two questions were asked: “How many time have your purchased a
fast fashion item in the last three month?” and “How many times have you
purchased a sustainable fast fashion item in the last three months”. Asking
these questions in this way was repetitive and had little effectiveness in the
impact to the study.
 Lastly, the quantitative research skills of the student researcher could be
questionable at times. Statistical analysis could have been done more
comprehensively.
 Time restraints in the context of an assignment was also a factor. More time
could have led to a more detailed analysis of the results.
5.4 Futureresearch
Future research should include a larger sample with a more extensive range of questions. Further
exploration with Australian consumers as the focus should be undertaken. Also, a comparison of
consumers from all countries of origin would be beneficial in identifying what the core focuses should
be when implementing marketing activities to facilitate adoption of sustainable-oriented products.
6.0 Reference List
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Cleaner Production (63).13-23. http://dx.doi.org/10.1016/j.jclepro.2013.05.022
Arrigo, E. (2013). Corporate responsibility management in fast fashion companies: the Gap
Inc. case. Journal of Fashion Marketing and Management: An International Journal,
(17)2. 175 – 189. http://dx.doi.org/10.1108/JFMM-10-2011-0074.

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Bakewell, C.& Mitchell, V.W. (2003). Generation Y female consumer decision-making
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http://dx.doi.org/10.1108/09590550310461994
Bakewell, C., Mitchell, V.W. & Rothwell, M. (2006).UK Generation Y male fashion
consciousness. Journal of Fashion Marketing and Management: An International
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Bhardwaj, V. & Fairhurst, A. (2010). Fast fashion: response to changes in the fashion
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Hawkes, S. (2013). Metrosexual goes mainstream as men outspend women on footwear.
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goes-mainstream-as-men-outspend-women-on-footwear.html
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1ho7s.html
Hourigan, S. R., & Bougoure, U. (2012). Towards a better understanding of fashion clothing
involvement. Australasian Marketing Journal, 20(2), 127-135. Retrieved from
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Hyunsook Kim Ho Jung Choo Namhee Yoon. (2013)."The motivational drivers of fast
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Journal,17 (2), 243 – 260. http://dx.doi.org/10.1108/JFMM-10-2011-0070
Jegethesan, K., Sneddon, J. N., & Soutar, G. N. (2012). Young australian consumers'
preferences for fashion apparel attributes. Journal of Fashion Marketing and
Management, 16(3), 275-289. doi:http://dx.doi.org/10.1108/13612021211246044
Joy, A., Sherry, J.,John F., Venkatesh, A., Wang, J., & Chan, R. (2012). Fast fashion,
sustainability, and the ethical appeal of luxury brands. Fashion Theory, 16(3), 273-
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Joergens, C. (2006). Ethical fashion: myth or future trend? Journal of Fashion Marketing and
Management: An International Journal, 10(3). 360 – 371
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Journal of Fashion Marketing and Management Vol. (18)3,.357-374. DOI
10.1108/JFMM-02-2013-0013
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Management, 20(3), 159-161. doi:http://dx.doi.org/10.1057/bm.2012.56
Niinimäki, K. (2010). Eco-Clothing, Consumer Identity and Ideology. Sustainable
Development (18), 150-162. DOI: 10.1002/sd.455.
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Middle-Range Theory. Journal of Marketing Theory & Practice, 21(4), 415-428.
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(33)2, 224-231 doi: 10.1111/j.1470-6431.2009.00750.x
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2011-0045
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detailed/sustainability-image-score-2013.html

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APPENDIX A: PERSONAL REFLECTION

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APPENDIX B: Aspiration Consumer Index

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APPENDIX C: TABLE 1.1 Key findings of The 2013 Aspirational
Consumer Index
TABLE 1.1 Key findings of The 2013 Aspirational Consumer Index
Empowered Shoppers Nearly eight in ten Aspirational consumers say
“shopping for new things excites me” (78%),
compared to 48% of all consumers, and believe
they “can change how a company behaves based
on my purchase decisions” (78%), compared
with 66% of all consumers;
Trust in Brands Nearly six in ten Aspirational consumers
globally say they “trust global companies to act
in the best interest of society” (58%), compared
with 52% of all consumers
Seek Style and Status Three-fourths of Aspirational consumers say “I
want to stand out by the way I look, my style”
(73%), compared to 53% of all consumers
Positive Influencers Nearly nine in ten Aspirational consumers say “I
encourage others to buy from socially and
environmentally responsible companies” (88%),
compared to 63% of all consumers;
Responsible Consumers: Nine in ten Aspirational consumers say “I
believe we need to consume less to preserve the
environment for future generations” (92%),
compared to 75% of all consumers, and that
they are “willing to pay more for products
produced in a socially and environmentally
responsible way” (91%) compared to 64% of all
consumers
Young and Urban Demographically, Aspirational consumers make
up the largest percentage of Millennial (40%)
and GenX (37%) generations, compared to 32%
and 33% in the general population, respectively,
and nearly six and ten (59%) live in cities;

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Strength in Emerging Markets Countries with the largest populations of
Aspirational consumers include China (46%),
Nigeria (45%), Pakistan (44%), India (42%),
Australia (41%), Canada (40%), Indonesia
(38%), Greece (37%), France (36%), USA
(36%), Turkey (35%) and the UK (34%).
Source: http://www.globescan.com/98-press-releases-2013/291-two-and-a-half-billion-aspirational-
consumers-mark-shift-in-sustainable-consumption.html)

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APPENIDIX D: SURVEY INSTRUMENT

FINAL MARKET RESEARCH REPORT

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