Fast Food, Sustainable Fashion & Social Media: A Critical Review

This essay critically analyzes the impact of the fast food industry on European health and market shares, the sustainability of fast fashion in light of ethical concerns and consumer green values, and the role of social media in building lasting customer relationships. It evaluates the rise of food trucks as a competitive force, the ethical issues within the fast fashion industry including animal cruelty and worker exploitation, and the increasing importance of social media in shaping consumer behavior and brand loyalty. The analysis considers the responsibility of governments and businesses to promote healthy and sustainable practices, and the role of consumer awareness in driving ethical consumption.

Test

Contents
Question 1........................................................................................................................................3
Question 2........................................................................................................................................4
Question 3........................................................................................................................................5
REFERENCES................................................................................................................................7

Question 1
With reference to your group report, and according to Lang and Heasman (2015), the rise of the
fast food industry has serious consequences for the health of consumers in Europe, and
consequently the popular large, casual dining brands will suffer inroads to their respective
market shares. Critically discuss and evaluate this contention.
There is high rise within fast food industry and it is seen that this has negatively impacted
upon health of European people. There are several popular, casual dining brands which have
suffered inroads to their respective market share. Fast food intake among customers has been
increased a lot. The growth in fast food sector has increased at a high pace in Europe. There are
different fast food including drinks and slides which contain carbohydrate and they have no
fibre. For all individuals of Europe, it is suggested that they should focus more upon their health
and stop consuming fast food (Reddy, 2020). The popular large, casual dining brands are
suffering inroads as people are more prone towards eating fast food. According to the fast food
industry of Europe, it is analysed that food truck business is tiny. The estimated profit of food
trucks in comparatively larger than big dining organisations. This is a great example that shows
that European fast food industry has capability to expand more in upcoming years. The main
reason for consumers to choose food trucks is availability of interesting convenience and foods.
All type of fast food including Mexican food, hot sandwich, etc. are available on food trucks.
People are more feasible for going to food truck and consuming the food item. On the other
hand, for going to a big hotel or restaurant, people think twice as they have to pay more in those
areas on food orders. The food truck business requires low investment and high profits. This
creates high opportunities for people to start food truck businesses. That is why it is seen within
Europe that people are more into food truck fast food thing. Also, owing a restaurant is much
more than a food truck. That is why it is essential to manage this type of function. It is
considered that fast food is harming health of people. That is why government is focusing upon
various strategies to minimise the consumption of fast food (Tanuwijaya, Alamsyah, and
Ariyanti, 2021). They are actively functioning upon developing big restaurants which are
providing healthy food items. This is evaluated that fast food is harming health of individuals
and it is responsibility of government to manage the functioning of such organisations and they
must be providing healthy food items. A food truck provides ability for flexible business and

people can consume food items at low cost. While visiting restaurants, it is analysed that people
have to maintain dignity and wear good attire. On the other hand, for eating food items in a food
truck, such factors and not involved. Any person who is willing to eat fast food will prefer food
truck rather than restaurants. European companies have to think that they are providing hygienic
and quality food items.
Question 2
Critically evaluate whether, according Loy et al (2012), the continuing success of the fast fashion
industry is sustainable across Europe in the light of ethical issues, and whether the young
consumer, so conscious of green values, can balance their need for ever-newer fashion with their
commitment to environmental sustainability?
The fast fashion industry is known as third largest manufacturing industry. It is evaluated
that the continuing success of fast fashion industry is sustainable across Europe in context of
ethical issues. There are ethical brands which ensures that workers are treated fairly across the
supply chain. Fast fashion industry of Europe is involved in maintaining the latest trends of
fashion and utilising them properly. There are some cases in Europe in which it is analysed that
this fashion industry is not business ethically. It is also important that whole industry should be
working effectively and avoiding any type of unethical practise (Reddy, 2020) . It is seen that
fashion industry is possessing fatal threats to lives of workers and employees as there are various
organisations that are involved in cheaply maintaining the functioning of business. It is also seen
that animal abuse is the biggest factor of fast fashion. There are basically two parts of animal
cruelty within fast fashion industry including torturing of animal directly for fur or harming
animals polluting their habitat and disrupting the food chains. There are several processes
involved in fashion production and it makes impossible for animals to live wild and free. There
are lot of animals which are harmed while preparing fast fashion operations. Live animals are
mutilated when their fur is being shaved. This is very embarrassing to see that mainstream of fast
fashion industry is desperately in requirement of haul. There are different organisations,
companies and influencers which have started taking actions and acknowledging the awareness
of ethical issues. There are few youngsters who are more conscious about green values and they
can balance the need for ever newer fashion with the commitment to environmental
sustainability. There are young people across the world who are working to clean up the dirt of

fashion industry and one of them includes European youngsters. Europe is known as key market
for sustainable apparel. It is widespread concern within Europe regarding environmental issues.
People are expecting fashion business to be responsible in association with environmental and
social issues. There are some important trends in context of consumer education, fashion sharing,
transparency, vegan clothing, natural dyes, etc. Sustainable apparel attracts youngsters because
they include designed, produced and created ethically clothing. Sustainable values are applied
across apparel sector and the desired functionality depends upon clean and clear working
(Tanuwijaya, Alamsyah, and Ariyanti, 2021). It is evaluated that various youngsters are present
in Europe who are against animal cruelty and they are more prove towards adapting the
sustainable fashion. For a company to manage sustainability in fashion industry, it is advised that
they must be working upon sustainable products. It helps to enhance the brand image and
reputation among youngsters.
Question 3
Consumer behaviour literature has increasingly shown that brand attractiveness can be reinforced
by social media, and that the combination of ‘likes’, WOM and influencer posts improves brand
loyalty, Wallace et al (2014). Critically analyse the role of social media in building lasting
valuable customer relationships.
The consumer behaviour is an important aspect which needs to be considered by a
business in order to satisfy different customers. Social media is an important medium in today's
world to transfer information about product and service to target customers. The social media
and importance is increasing with the spread of information and technology in a precise manner.
All major companies in international and national marketplace focus on social media operations
for increasing sales of product and increase turnover (Reddy, 2020). The craze and love for
social media websites like Facebook, Instagram and Twitter is increasing day by day in this
corporate world. Different likes, and influencers focus on video and poster advertisement in
order to attract them for business sales development. In the corporate world, domestic and global
companies are now shifting from traditional business to digital technology business for
performing accurate and fast operations. In the recent times, Social media is also used by
companies to solve customer queries and increase customer support. This helps in developing,
consumer perspective and major approach towards the product. All major companies also take

into consideration advice of marketing management for continuously developing social media
related operations. Social media is also helpful in increasing effectiveness and efficiency of a
company at the marketplace.
Most of the companies hire skilled and trained workers in their IT department for
developing social media operations in a precise manner. The role played by social media in
increasing goodwill and reputation of company for long term business development. Social
media advertisements are also effective in reaching customers all across the globe. It is ethical
duty of strategic and top level management in a business to take strategy formulation as a major
approach. In major companies, social media is used as an effective medium of transferring
crucial information to different users. Companies majorly develop social media page and
develop paid advertisements at the marketplace in an attractive manner. In the long term
development of a company, there is a significant role played by marketing management.
Professionalism is also bought by a company with the help of providing effective training and
development to different employees (Tanuwijaya, Alamsyah, and Ariyanti, 2021). In order to
develop desired strategy for understanding consumer behaviour in a systematic manner,
companies take support of customer relationship management. All major aspects of social media
advertisements and internet advertisement are covered by IT department in a business. This also
helps in increasing sustainable growth of a company at the marketplace and also helps increasing
and carrying out operations in a systematic manner. Major focus of customer is on attractiveness
of advertisements on social media which creates a delight in their mind towards the product and
services. Business entities should also develop application of marketing mix in order to attract
large number of customers. In order to develop competitive advantage at the marketplace, it is
major function of a company to deliver best business practises related to social media marketing.
Focus and cost leadership are two major approaches which helps a company to develop cost
cutting for customer benefit and positive customer behaviour by providing quality products.

REFERENCES
Books and Journals
customer behaviour
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operations in emerging markets: Roles of blockchain, government sponsors and environment
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Kim, J., Kang, S. and Lee, K.H., 2020. How social capital impacts the purchase intention of
sustainable fashion products. Journal of Business Research, 117, pp.596-603.
Masocha, R. and Mandipaka, F., 2020. Relational practices: the influence of interaction and
network marketing on the performance of small medium enterprises in the fast food sector of
South Africa. Academy of Entrepreneurship Journal, 26(1), pp.1-12.
Rae, M., 2021. The Fight to Increase Minimum Wage in the Fast-Food Industry.
Reddy, N.S., 2020, July. Particle Swarm Optimized Neural Network for Predicting Customer
Behaviour in Digital Marketing. In 2020 Second International Conference on Inventive Research
in Computing Applications (ICIRCA) (pp. 70-77). IEEE.
Tanuwijaya, S., Alamsyah, A. and Ariyanti, M., 2021, August. Mobile Customer Behaviour
Predictive Analysis for Targeting Netflix Potential Customer. In 2021 9th International
Conference on Information and Communication Technology (ICoICT) (pp. 348-352). IEEE.