Consumer Attitude Gap On Sustainable Fashion Survey Report

This survey report discusses the data analysis and interpretation of the collected data from the respondents on consumer attitude gap on sustainable fashion. It includes recommendations for customers to buy less and better, invest in sustainable fashion related brands, and try renting option. The report also includes references for further reading.

Consumer attitude Gap
On Sustainable Fashion
Survey Report

Contents
Introduction................................................................................................................................3
Main Body..................................................................................................................................3
Recommendation......................................................................................................................13
References................................................................................................................................15

Introduction
Data analysis is an important part of the research as it helps in interpreting the collected data
from the number of respondents easily and effectively (Bergin, 2018). Data analysis can be
defined as the process of applying the logical or statistical techniques in a systematic manner
in order to illustrate and describe and evaluate data. In the current research, the researcher has
used survey method for collecting the information from the selected respondents in an
effective and precise manner. Survey method is necessary in the research as it helps in
gathering information by asking questions from the number of people for addressing each
question in an effective manner (Elliott, 2018). Data analysis can be defined as many types
which mainly includes frequency distribution analysis, thematic analysis and many more. In
the present research, the researcher has selected frequency distribution analysis so that they
deliver better quality of results (Miles, M.B., Huberman and Saldaña, 2018). With the help
of frequency distribution table, the researcher has gathered information about the topic from
the prescribed respondents in order to achieve the predetermined research aim and objectives.
The reason for choosing frequency distribution table in the present research is that it helps in
gaining more detailed and accurate information about the research topic (Mihas, 2019).
Main Body

Interpretation: As per the gathered data from the above graph, it is interpreted that the age
group is different for different number of respondents. The total number of respondents are
56, out of which 38 respondents are in the age group of 18-25, 5 respondents are of the age of
25 t0 30 years, 3 respondents are from the age group of 31-35 which are responsible for
providing accurate results. 4 respondents are from the age group of 36 to 40 while 6
respondents are from the age group of 41 to 50.
Interpretation: It is interpreted from the above gathered information that there are different
types of people who are responsible for providing accurate results about the topic. There are
56 respondents in total, out of which 19 respondents are of male category that provide their
views, 34 respondents are of female category which is the majority, 3 respondents are non-
binary category that takes part in giving answers about the questions. While 0 respondents
prefer not say anything about the particular research topic.

Interpretation: As per the collected information from the above graph, it is interpreted that
relation of the person needs to be specified so that they deliver better quality of accurate
results about the research topic. Out of the total of 56 respondents, 10 respondents are
married, 20 respondents are single. While 26 of the respondents are in a relationship category
which makes them different from others.

Interpretation: As per the above gathered data from the graph, it is analysed that completion
of education level is defined in this particular stage. Out of the total of 56 respondents, 21
respondents are from high school which are the part of the respondents who delivers answers,
2 respondents are from TAFE, 28 of the respondents are undergraduate that is the majority, 3
respondents are post-graduate category. While 2 respondents have completed Masters/PhD
who takes part in the survey relate to the research topic.
Interpretation: As per the above discussion from the graph, it is interpreted that there are
total of 56 respondents who have different ethnicity or culture. Out of them, 32 respondents
are of white category who takes part in the survey process which is the majority, 1 respondent
is Black or African American, 21 of the respondents are from the Asian category. While 2
respondents are from other category which takes part in the process of survey so that accurate
and correct information can be acquired.

Interpretation: As per the above gathered data from the diagram, it is analysed that every
respondent spends according to their purchasing power on the number of goods and services
so that they gather right information. Out of the total of 56 respondents, 1 respondent spends
$0-50 on the clothing, 7 respondents can spend $50-100 on the purchasing of the clothes from
different stores. 17 respondents have said that they spend around $100-200 on the buying of
clothes which is the majority, 11 respondents have said that they spend around $200-300 on
the purchase of clothing, 8 respondents spend $300-400 on the clothing items, 4 respondents
have said that they spend around $400-500 on branded clothes while 7 respondents have said
that they spend more than $500 on clothes.

Interpretation: As per the above gathered information from the above graph, it is interpreted
that there are many numbers of respondents that spend their most of the time of social media
so that they keep themselves updated with the new changes. 27 of the respondents have said
that they spend around 1-2 hours on social media, 20 respondents have said that they spend 3-
4 hours on social media for exploring new data, 3 respondents have said that they spend less
than an hour in exploring social media. While 5 respondents have said that they spend more
than 5 hours on social media. The reason for choosing frequency distribution table in the
present research is that it helps in gaining more detailed and accurate information about the
research topic.
Interpretation: From the above presentation of the data, it can be understood that for most of
the people understand the value of environment. Out of the total of 55 respondents about 26

respondents think it is very important whereas only one respondent said that it was not at all
important. The environment plays an essential part in everyone’s life for example animals,
human beings, natural plants, trees, plants, weather, climate are all counted in the
environment. That is why understanding the value of environment is must in saving the
environment.: It is interpreted from the above graph that environment plays an important role
in the business so that they deliver high quality to the customers.16 respondents have said
that environment is moderately important for them, 7 respondents have said that environment
is slightly important for them, 1 respondent have said that environment is not at all important
for the business. While 5 respondents have said that environment is extremely important for
them.
Interpretation: On the basis of above data and projection, it can be analysed that majority of
respondents that is 27 agreed to the fact that they feel positive when a product is labelled as
‘sustainble green’. It can also be said that environmental action requires social justice that is
why the fashion industry must consider all such actions. Whereas about 15 respondents out of
55 selected the option neutral.

Interpretation: From the above presentation it can be summarised that there are various
ways which are used in order to purchase a fashion product. Such as some are done without
planning in advance, affected by stakeholders, researched before going to buy and many
more. About 12 people have selected the option of spur of the moment and 27 have selected
the option of doing proper research before buying any product.
Interpretation: On the basis of above analysis, it can be analysed that people do shop for the
sustainable clothing and accessories. About 4 people most of time whereas 11 people never
buy sustainable clothing and accessories. It can also be seen that about 32 people buy such
stuff sometimes. As per the market trend people are getting aware about this term as it
describes various activities, processes which has the main target to safeguard the environment
and attain a carbon neutral fashion industry.

Interpretation: As per the above projection, it can be understood that due to pandemic the
behvaiour of the customers have changed as they have started preferring the online system for
buying products. In relation to above projection, it is noticed that 14 people think that Covid-
19 has not affected the shopping behaviour while 19 people supported the fact that Covid-19
has affected the shopping behaviours of the customers in the market.
Interpretation: On the basis of above graph, it can be said that after the pandemic, people
have not much interacted with the new or smaller brands. Whereas only 15 people interacted

a little bit with the new or smaller brands in the market. It can also be seen that only 8 people
have made a lot of interaction with the new or smaller brands in the market.
Interpretation: As per the data and graph, it can be understood that in the past years people
sometimes prefer to buy from second hand stores. In relation to the present study, it can be
said that around 28 participants sometimes went to buy from second hand stores. As per the
customers, one of the main and well-known benefits of buying second hand is the cost
savings. One can often find second hand goods up to half rate cheaper than one could if he or
she were buying new.

Interpretation: It can be seen that people are influenced by eco-conscious, vegan or
vegetarian people to purchase from sustainable brands. In relation to the above data, it can be
seen that about 28 people are not affected by the eco-conscious, vegan or vegetarian people in
order to purchase from sustainable brands. While 25 one has selected the option of sometimes
and rest of them gave mix reaction.
Interpretation: From the above graph it can be interpreted that many people think that pop
up advertisement has the power to influence the customers. The term pop-up advertisements
are kind of online advertising on the internet. It helps in getting attention of the customers
and which can be completely customized as per the need of the customers. As 3 people has
strongly agreed to the above-mentioned fact while 13 said that they somewhat disagree. Only
6 participants agreed to the statement that pop-up advertisement has the ability to sway
consumers.

Interpretation: The graph shown above can be used to infer about that whether customers
are looking in retail industry or not before 2019. As per the data it can be interpreted that
about 33 respondents gave their respond that no they were not looking for the retail industry
while out of 55, only 22 said yes. Retail industry involves a lot of smaller transactions and the
wholesale market occurs between organisations, some businesses conduct both operations
simultaneously.
Interpretation: A conclusion about that can be drawn from the graph above that about
current working industry that is whether fashion or retail industry. As per the data it can be
outlined that 29 people work in industries other than fashion or retail. While 26 people work
in fashion or retail industry. It can also be said that customers gain from retailing because
retailers carry out marketing tasks that enable customers to access a wide range of goods and
services.

Interpretation: From the graph shown above, it can be concluded that there are various ways
are used to inform the customers about sustainability. That 14 people feel that it is not
possible to inform the customers in relation to talk about sustainability. Whereas only 4 think
that there are numerous ways are utilised in order to inform the customers about
sustainability.

Interpretation: It is feasible to conclude from the graph above that there are various features
of the brand that is 4 people have no idea in relation to the specific question. While only 2
people have extreme knowledge about the various features of the brand. On the other hand
majority of responds are linked with the option of very knowledgeable.
Recommendation
Sustainability plays an important role in the fashion industry as it helps in developing
more better environment for workers so that they deliver high quality of services to the
customer. The following recommendations are defined as under:
Buy less and better – It is important for the customers to take care of the products that they
buy through offline or online marketing sites. It is important for the business organisation to
deal with changing demands and process of the business in order to gain high profitability.
With the help of sustainable fashion, the consumers purchase more quality and eco-friendly
products so that they gain variability in the business. This helps in motivating and satisfying
customers in a productive manner so that they gain high success in the competitive market.
Invest more sustainable fashion related brands – Buying better quality of products from
the company can also mean that they must focus on supporting sustainable fashion designers
who promote this type of clothing so that that they deal with the marketing approaches in a

proper manner. This helps the business organisation in increasing its customer base in the
market so that they acquire more share in the highly competitive business environment.
Try renting option – It is important for the customers to focus more renting a dress instead
of buying it from the store or from online store. As with the restrictions in the COVID-19, the
customers were not able to develop more variability and reliability in the market. Renting
option helps in reusing the cloth material again and again and this helps in dealing with the
uncertainty of the business in an effective manner.
These recommendations companies must consider as this helps in developing more growth
and success in the competitive business market at the time of COVID-19 pandemic.

References
Books and Journals
Bergin, T., 2018. An introduction to data analysis: Quantitative, qualitative and mixed
methods. Sage.
Elliott, V., 2018. Thinking about the coding process in qualitative data analysis. The
Qualitative Report, 23(11), pp.2850-2861.
Mihas, P., 2019. Qualitative data analysis. In Oxford research encyclopedia of education.
Miles, M.B., Huberman, A.M. and Saldaña, J., 2018. Qualitative data analysis: A methods
sourcebook. Sage publications.