JANUARY 2021 MKT20025 Consumer Behaviour Assignment 1: Individual Reflection Client: Cardinia Shire Prepared by Sophie Embleton Student Number: 101923412
Table of Contents Executive Summary. 3 Introduction 4 Target Market 5 Community Based Social Marketing .7 Step I: Behaviour 8 Step II: Barriers & Benefits 9 Recommendations 11 Conclusion. 12 References 14 MKT20025 REPORT / PAGE 2
Executive Summary Clothing is an inherent part of our culture. Clothes are one of the most personal and therefore most important consumer goods. However, the production of clothing consumes vast resources and is highly environmentally and socially unsustainable. High levels of energy and water use, as well as numbers of unwanted clothes contributing to growing landfills are detrimental to the environment and impair the health of labourers of the manufacturing facilities (Lynch, 2009). The negative environmental and social impacts are exacerbated by current clothing consumer behaviour, which is characterised by tremendous overconsumption. The prevalent fast fashion system creates continuous demands by ever changing trends of garments with low price and quality. It encourages participants to deal with the topic of (un)sustainable fashion in an active and self-directed manner, while basing on principles of social marketing in order to enable reflection of own consumer behaviour end foster behaviour change. The current fast fashion system is highly unsustainable, as continuous overproduction and overconsumption puts pressure on ecosystems and contributes to environmental devastation. Combining traditional and more recent models of consumer behaviour to identify relevant factors connected to behaviour explanation and prediction, as well as community-based social marketing strategy tools. In order to address these factors, the 'Fashion for the Future' online-based platform, Clothes swap days implemented at schools and universities and social media influencer strategy has been developed as initiatives for females between 18-25 years. Its goal is fostering more sustainable clothing consumption behaviours by imparting knowledge on how and where clothes are produced and what typical clothing consumption behaviours are in a first step. Building on target group relevant barriers and benefits, it introduces suitable and more sustainable clothing consumption alternatives by removing the various physical and psychological obstacles. MKT20025 REPORT / PAGE 3