Purchase Intention of Sustainable Clothes

[pic 2]

PURCHASE INTENTION

FOR SUSTAINABLE CLOTHES

Under the guidance of -  

Dr. Nicolas Hamelin

Submitted By –                                                                      

Shaffali Ajmera        MJ18CMM024                                      

Thu Ngoc Anh Bui   MJ18CMM026                                        

Vidit Gupta               MJ18CMM030        

Sydney, September 2018

ACKNOWLEGEMENT

We would like to take this opportunity to thank the SP Jain School of Global Management for allowing us the opportunity to work on the Global Immersion Project and allowing us the freedom to explore a topic of our choice. This research has helped us grow on both academic as well as professional fronts. We would also like to express my sincere thanks to our mentor Dr. Nicolas Hamelin for his guidance, support and encouragement during all stages of this research project.

Sincerely:-

Shaffali Ajmera       MJ18CMM024                                      

Thu Ngoc Anh Bui   MJ18CMM026                                        

Vidit Gupta              MJ18CMM030        

SP JAIN SCHOOL OF GLOBAL MANAGEMENT

SYDNEY

[pic 3]

DECLARATION

We hereby declare that the matter include in this Global Immersion Project report entitled “Purchase intention for sustainable clothes”, is the result of study, interviews and survey carried out by our team. We further declare that this is our original work and has not been published anywhere before.

This project work has been carried out for the sole purpose of submission in partial fulfilment of Master of Global in Business (MGB) at SP Jain School of Global Management.

The above is true to the best of our knowledge and understanding.

We have read, understood the code of Ethics.

SP JAIN SCHOOL OF GLOBAL MANAGEMENT

SYDNEY

[pic 4]

Table of Contents

Executive Summary        6

Chapter I: Introduction        8

1.        Fashion Industry        9

2.        Fast Fashion        10

3.        Sustainable Clothes        11

4.        Fashion brands and sustainability        12

Chapter II: Literature review        18

Chapter III: Research Methodology        25

1.        Hypothesis development        25

2.        Methodology        26

Chapter IV: Analysis and Interpretation        29

1.        Demographics of respondents        29

2.        Descriptive statistics        30

3.        Analytical statistics        34

Chapter V: Conclusion        41

1.        Conclusions        41

2.        Recommendations        42

3.        Outlook and future research        42

4.        Ethics and limitation        42

Bibliography        44

Appendices        51

Expert Interview questionnaire        51

Table of Figures

Figure 1: Apparel industry market growth of the world 2015 – 2020        9

Figure 2: Projected environmental impact of global fashion 2015 – 2030        9

Figure 3: The apparel industry’s fact and figures in 2017        10

Figure 4: Negative impact of fast fashion        11

Figure 5: Total share of recycled or other sustainably sourced materials in H&M 2013-2030        13