Author : Charlene C. Bachelor Thesis from the year in the subject Sociology - Consumption and Advertising, Dublin Institute of Technology, course: International Business, language: English, abstract: This research project explores the consumer awareness of fast fashion amongst Irish consumers aged between eighteen and twentyfive.
The aim of this research is to explore the level of awareness consumers have regarding fast fashion. Furthermore, this research aims to provide information on consumer perceptions of fashion retailers. Moreover, the research also intends to highlight whether those perceptions play a role in the buyer decision process. The key findings suggest that consumers fail to associate the ethical and environmental concerns that are synonymous with the fast fashion industry.
Moreover, the research also exposed a failure that there is a disconnect between the term fast fashion and the manufacturing methods. Fast fashion and sweatshop labour are not mutually exclusive terms yet fast fashion as a term does not seem to carry the burden of its manufacturing origin. It was found that consumers have intentions of shopping more ethically and sustainably.
However, there appears to be several misconceptions in what is currently considered ethical fashion among consumers which would affect the consumers ability to make an informed purchase decision. Cognitive dissonance being the act of consumers distancing themselves from purchase decisions that contradict their morals to avoid the feeling of discomfort was evident in this study.
This research also found that the practice of greenwashing was present in fast fashion retailers advertising which does not portray the true environmental and social impacts of a product to the consumer.
In consumer and social psychology, salience has been generally treated as an attribute of a stimulus, which allows it to stand out and be noticed. Researchers, however, have only vaguely articulated the theoretical underpinnings of this term, thus impeding a thorough understanding of the perceptual processes behind its use in complex marketing communications. This book presents a theoretical approach for enhancing consumer processing and memory of marketing communication. Using schema theory and an information processing approach, the model introduced here - briefly referred to as the In-salience hypothesis emphasizes the nature of prominence which is intrinsic to any salience construct reviewed in literature.
This model is part of wider Dichotic theory of salience, according to which a stimulus is salient either when it is incongruent in a certain context to a perceiver's schema, or when it is congruent in a certain context to a perceiver's goal.
According to the four propositions of the model, in-salient stimuli are better recalled, affect both attention and interpretation, and are moderated by the degree of perceivers' comprehension i. Results of two empirical studies on print advertisements show that in-salient ad messages have the strongest impact in triggering ad processing which, in turn, leads to consumer awareness.
Consumer protection has become the topic of debate at all levels. The reason behind this has been the lack of awareness of consumers and the malpractices of the business world. In order to maximize profits, many businessmen exploit consumers by supplying poor qual-ity goods at higher prices. They adopt unfair trade practices such as adulteration, boarding, black-marketing, etc. As a result, consumers do not get value for their money. Big business houses use their power for private gain and to the detriment of consumers.
Consumers are exposed to physical, environmental and other hazards. They need to be protected from spurious, duplicate and adulterated products, pollution of air, water and noise, and misleading advertising.
Consumer protection, however, is only possible if two steps are taken. First is to frame rules, legislations and set up machinery like courts to assure that laws are implemented in their true spirits. Second is to make the stakeholders aware of such laws so that they might defend themselves when required. Keeping these two steps in mind, this study has been undertaken. It covers the evaluation of consumer protection machinery and assesses the level of awareness of consumers in Himachal Pradesh.
A brief outline of the thesis is as below. Stores and companies try to cheat consumers in many ways, such as selling duplicate products, selling at a high price due to lack of knowledege, underweighting, etc. Due to misleading advertisements, many people attract and purchase products that are a waste of money but awareness helps consumers not caught in advertisements traps. Save my name, email, and website in this browser for the next time I comment. So lets us give an introduction to Consumer Awareness Project.
These are the few importance of the Consumer Protection Act. Right knowledge about the products Awarness againts harmful product Protection against exploitation Awarness againts advertisements To download PDF on Consumer Awareness Project , please click on the below download button.
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