Sustainable Clothing Styles Impact on Consumer Buying Behaviour: Tesco

This case study examines the influence of sustainable fashion clothing on consumer buying behavior within Tesco Plc in the UK retail sector. It begins by introducing the importance of sustainable fashion and Tesco's market position. The preliminary literature review highlights the growing significance of sustainable fashion due to environmental concerns and its potential for businesses to create both profit and societal value. The research aims to analyze the impact of sustainable fashion clothing on consumer buying behavior at Tesco, addressing questions related to defining sustainable fashion, its impact on consumer behavior, challenges faced by Tesco in implementation, and recommended actions to overcome these challenges. Research objectives include understanding sustainable fashion, assessing its impact on Tesco's consumers, identifying implementation challenges, and recommending suitable actions. The rationale emphasizes the importance of sustainability for business success in the current era of technological innovation and environmental awareness. The study also highlights the academic importance of understanding sustainable fashion for students pursuing careers in this field. The research concludes by providing a list of references used for the study.

PROJECT TITLE
To analyse the impact of sustainable clothing styles on consumer buying behaviour
within UK retail sector. A case study of Tesco Plc.

TABLE OF CONTENT
 Introduction
 Preliminary Literature Review
 Research Aim
 Research Questions
 Research objectives
 Rationale
 References

INTRODUCTION
 Fashion industry plays an essential role in
generating global revenue and economy and
sustainable fashion is all about fulfilling present
needs, keeping in mind the needs of future as
well.
 Sustainable fashion is all about providing benefit
to people by their supply chain like for example
by recycling factories.
 Some of the brands are doing good by accepting
their old products and are making use of
technology to recycle the fiber (Komodromos,
Papaioannou and Adamu, 2018).

CONT.
 Tesco Plc is one of the leading and second
largest retailer of UK as well as ninth largest
retailer of the world.
 It was founded in the year 1919 and now have
stores of total 6993 in the year 2020.
 The reason behind the success of Tesco Plc is
their strategies to influence consumer buying
decision and bringing sustainable fashion can
help it to influence the buying behaviour of
customers.

PRELIMINARY LITERATURE REVIEW
 As per the opinion of Emily Chan (2022), sustainable
fashion is the term which is being used widely and has been
increased due to the serious impact being done to the
environment by clothing. Sustainable fashion can be
referred to as the clothes which are created as well
consumed in such a way which is sustained and it also
provides protection to both the environment as well as
garments production.
 The purpose of the sustainable clothing style is a great
opportunity for the businesses to act differently which
fulfills their two fold purpose which includes generating
growth and profits as well as creating value and the deeper
wealth for the society and world economy at large.
 The clothing business must place the ethical, social and
environmental improvement on the agenda of management.

RESEARCH AIM
 The aim of my research is to analyse the impact of Sustainable fashion clothing on the
consumer buying behaviour of Tesco Plc.

RESEARCH QUESTIONS
 Q.1 What is sustainable fashion clothing ?
 Q.2 What is the impact of different strategies of sustainable fashion on the buying
behaviour of consumers?
 Q.3 What are the challenges faced by Tesco Plc while implementing sustainable fashion
strategies within the organization?
 Q.4 What actions are recommended to company to deal with those challenges?

RESEARCH OBJECTIVES
 To understand the concept of sustainable fashion clothing.
 To assess the impact of various sustainable fashion strategies on the buying behaviour of
consumer of Tesco Plc.
 To identify the challenges faced by Tesco while implementing sustainable fashion clothing
strategies within organization.
 To recommend the suitable actions to company to deal with the challenges faced while
implementing such strategies.

RATIONALE
 The rationale of my research is that sustainability affect the success of the business in the
present time.
 In the time of technological innovation, businesses are shifting towards sustainability in
order to lower down the impact of their working on the environent as well as society.
 Hence, the selected research topic is important to be understand and analysed in the
present world.
 Understanding sustainable fashion is also academically important because it helps the
students in starting their own career in this field (Pantano, Priporas and Migliano, 2019).

REFERENCES
 Nash, J., 2018. Exploring how social media platforms influence fashion consumer
decisions in the UK retail sector. Journal of Fashion Marketing and Management: An
International Journal.
 Dolega, L., Rowe, F. and Branagan, E., 2021. Going digital? The impact of social media
marketing on retail website traffic, orders and sales. Journal of Retailing and Consumer
Services. 60. p.102501.
 Arango-Botero, D. and et.al., 2021. Factors that promote social media marketing in retail
companies. Contaduría y administración. 66(1).
 Zhan, Y. and et.al., 2021. A social media analytic framework for improving operations and
service management: A study of the retail pharmacy industry. Technological Forecasting
and Social Change. 163. p.120504.
 Helal, G., Ozuem, W. and Lancaster, G., 2018. Social media brand perceptions of
millennials. International Journal of Retail & Distribution Management.

CONT.
 Wang, Y. and et.al., 2019. Success of social media marketing efforts in retaining
sustainable online consumers: An empirical analysis on the online fashion retail
market. Sustainability. 11(13). p.3596.
 Pantano, E., Priporas, C. V. and Migliano, G., 2019. Reshaping traditional marketing mix
to include social media participation: Evidence from Italian firms. European Business
Review.
 Komodromos, M., Papaioannou, T. and Adamu, M. A., 2018. Influence of online retailers'
social media marketing strategies on students' perceptions towards e-shopping: a
qualitative study. International Journal of Technology Enhanced Learning. 10(3). pp.218-
234.
 Siebu, S. H. E. L. T. E. R., 2019. Impact of Social Media Advertising on the Profitability of
SMEs in Ghana's Retail Industry (Doctoral dissertation, University of Ghana).

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