Business Research Methods 

Project Report
The objective of the research is to investigate the influence of various
factors on the intention of consumers to purchase sustainable fashion
products. We refer to luxury brands such as Gucci, Louis Vuitton, Prada,
Versace, Hermes, Armani etc.

POSTGRADUATE DIPLOMA IN MANAGEMENT

(Term-3; Batch 2021-2023)

Under the Supervision of

 Professor- Richa Misra
 Submitted by:  GROUP 5
Aiman Fatima- PGSF 2106
Preeti Kumari – PGSF 2121
Saurav Mathur- PGSF 2128
Shibam Paul- PGSF 2131
Priyanshi saxena - PGSF 2145
 
JAIPURIA INSTITUTE OF MANAGEMENT
A-3 A, Sector 6, Institutional Area, Noida-201309 (U.P.)
 Introduction
1.1 Sustainable fashion also known as eco-fashion is a movement and a process that aims to
improve the ecological integrity and social justice of fashion goods and the fashion sector.
The term "sustainable fashion" refers to more than simply the textiles and materials used in
the fashion industry. It looks at the full process of garment production, including who makes
it and how long a product lasts before it ends up in a landfill. By reducing greenhouse gas
emissions, this sustainable movement combats the fashion industry's and fast fashion's
significant carbon footprint.  Reduced fashion's environmental impact can help combat air
pollution, water pollution, and general climate change, perhaps saving millions of lives over
the next century. Sustainable fashion considers fashion from the viewpoints of a variety of
stakeholders, ranging from current clothing makers and customers to future clothing
producers and consumers.

1.2 In India, sustainable has begun to gain traction. Brands are embracing this new trend in
the apparel industry, from paying workers fairly to using natural fabrics and dyes. This
concept is not new to Mahatma Gandhi's homeland! The usage of Swadeshi, organically
grown materials for clothing has been promoted by the majority of our leaders and thinkers.
Gone are the days when organic fashion meant old-fashioned, uninteresting clothing. New
designers are now creating incredibly unique collections using textiles like Khadi and Hemp.
The spike in awareness is one of the key causes for this unexpected surge in eco-friendly
goods customers. Because purchasers are raising concerns, an increasing number of big
businesses are taking up to promote ethically sourced apparel. They are becoming more
aware of the situation. Many manufacturers are also encouraging garment recycling and
personalization, which is a significant step forward. Because environmentalists and social
workers have made people aware of the widespread malpractices in the clothing business,
sustainable or environmentally friendly clothing has developed to become a major industry in
India. The textile industry has left numerous devastating scars on the environment as a result
of fast manufacturing and high demand for clothes; therefore, it is the responsibility of
today's customer to ensure that they are completely aware of where their garments are
obtained.

1.3 Sustainable fashion has had a meteoric growth in popularity over the last decade, as more
and more people are opting to purchase sustainable clothing trends rather than cheap fast
fashion items. This is a customer who places a high value on considering the entire system.
They are between the ages of 35 and 45, reside in rural regions, have a medium to high level
of education, and are committed to environmental sustainability and eco-friendly living.
Costs of sustainable materials are typically two and a half to four times more expensive than
the prices of more regularly used fabrics, according to industry estimates. This increase in
price is partially due to the fact that they are more expensive for the producers to create. It
follows that sustainable fashion cannot be worn by everyone, and that it is mostly followed
by upper-class individuals who reside in metropolitan areas.
1.4 It contributes to the preservation of the ecosystem. When it comes to sustainable fashion,
it means creating items from locally sourced, biodegradable fabric that can be recycled back
into the environment once you have worn it out. Textile is not thrown away; instead,
chemicals are employed in the manufacturing process, limiting the amount of pollution
produced. Clothing made from sustainable materials is synonymous with high quality and an
excellent product. Eco-friendly textiles are softer, stronger, and have a longer life span than
conventional fabrics. In fact, purchasing sustainable clothing ensures that you will not be
need to purchase new garments on a regular basis. consumers said they "care about the
materials that [go into] their garments and want them to be as environmentally friendly as
possible," and 47 percent said they preferred "clothing manufactured from renewably-sourced
or natural materials" as a top sustainability priority, according to the survey.

1.5 The purpose of the research was to stretch to implicit personality theory in an attempt to
explain further the inferred relationship between a person’s physical characteristics and age.
Due to the changing lifestyle and age, fashion can be the change of any person. Unless you
have undergone a vast transformation in your face, body, or in the way you speak, walk or
express yourself, your overall style is not going to change significantly as age. Age is a very
important criterion because of its relevance in market segmentation and targeting.
The structure of aging has shifted, giving rise to the confusing idea of "subjective age." One's
self-perceived age might be either younger or older than reality, depending on how one
interprets the test results. Consumers' behavior is influenced by this notion. Consumer
behavior, particularly fashion clothing engagement, is a major focus of this framework's
research. This study aims to address the following question in particular: How does one's age
affect one's interest in stylish clothing? Marketing studies are heavily influenced by
sociodemographic factors. This information helps us understand the company's target
demographics and market segmentation.
Age is one of the most often used demographic variables since it has both an objective and
subjective component (subjective age). As it turns out, the perceived age is more powerful
than the real age (which is presented by the date of birth). A person's chronological age is
determined by starting with the day of their birth. Throughout the course of consumer
behavior research, the writers have always deemed it the "most explanatory variable."
«Fashion clothing is converting the present to the future and returning it to the past," says
fashion designer. Fashion attire allows seniors to preserve their image of a "young person"
going "backward" via their clothes, while a young person may project himself into the future
and develop through his coat. Clothing styles are influenced by a person's self-perception of
their chronological age. The ideals of youth are frequently reflected in fashion.

1.6

1.7- There has been considerable growth in the Indian economy. Economic growth is
predicted to overtake China by the end of 2013, and its GDP is expected to surpass $2 trillion
by 2015. The high degree of consumer demand for imported goods in a developing country
like India makes it a lucrative market for global merchants, according to Bisson et al. There is
potential for foreign retailers to join a new area, as well as challenges for local merchants
who must compete with domestic brands that are well acquainted with the local market.
When India transitioned from a socialist-driven economy to a consumption-driven one, the
purchasing power of Indian consumers soared, allowing them to spend more money on high-
end clothing brands. A distinctive assortment of domestic and international names is
available in the Indian branded apparel market at the moment, catering to today's modern
Indian consumer, whose choice board includes domestic brands such as Westside Fashion,
Raymond, and Biba on the one hand, and international brands such as Chanel, Dior, and
Louis Vuitton on the other. In addition, as a consequence of rising income levels, shifting
demographics, urbanization, globalization, and technological innovation, consumers' tastes
and preferences have shifted as a result of these factors. There has been an increase in the
number of foreign companies entering the Indian garment industry, but they must modify
their goods and marketing strategies to reflect the cultural preferences of Indian consumers.
Then and only then will these international brands be able to survive and thrive in the home
market. As determined by Interbrand's 2012 Best Global Brands study, the top five global
fashion brands are selected and their brand equity in the Indian fashion apparel sector is
calculated. Performing this research serves as a means of determining how well these
companies are doing in the Indian marketplace. Research hypotheses and short literature
analysis on brand development in the Indian clothing sector and CBBE are presented.
Explanation and management implications follow after a discussion of the study
methodology and data analysis.

1.8

1.9

1.10

1.11- This year, the global personal luxury goods industry is expected to rise by between 6
and 8 percent, reaching an anticipated total of €280 billion. The millennial generation is the
driving force behind the luxury market's expansion. Over the course of 2017, millennials
accounted for 85% of the overall increase in the luxury goods market. Millennials will
account for 40% of the worldwide market for luxury personal items by 2025. Earlier studies
have shown that younger generations are more willing to spend on luxury goods than
previous generations. A new generation of people is quickly becoming the most important in
human history. Understanding and recruiting millennials have become a priority for many
firms due to their relevance in delivering worldwide commercial prospects. Millennials, often
known as "Generation Y" or "young consumers," are those born between 1981 and 1997.
More than half of the world's millennials live in Asia, with India having the highest
proportion at 58 percent, making up around 20 percent of the worldwide generational cohort.
Millennials in India, which has one of the world's most youthful consumer groups, will likely
be the next wave of aspiring consumers for luxury goods companies in India. This
demographic group accounts for about half of the working population in India, making them
the country's principal wage earners. The Indian consumer industry is being dominated by
millennials since they have a lot of money to spend. With an annual growth rate of 40%,
India's affordable luxury market is outperforming all others. Given that Indian millennials are
the biggest generation ever to consume luxury items, it's surprising that there hasn't been
more study on the topic. As a result, the primary goals of this research are to develop and
empirically test a conceptual framework for measuring the relationship between luxury value
perceptions and purchase intentions among young Indian luxury consumers, and to examine
the moderating effect of gender on the relationship between luxury value perceptions and
purchase intentions.

Literature Review
In this research paper a survey was conducted with consumers in Hong Kong to examine the
relationships between product and store-related attributes of eco-fashion and fashion
consumers' eco‐fashion consumption decisions. The findings showed that only store-based
attributes such as price premisities of eco-fashions positively influence consumers' decision
to purchase eco-clothing. Such relationship can be weakened by the price premium level of
eco-fashion, the study found. Fashion companies must also improve store-beneath-store
related attributes to better satisfy fashion consumer needs, authors argue.

In this research paper, a study looked at how social power, social interaction, and social
capital influence consumers' purchasing intentions for sustainable fashion items. They polled
around 230 YouTube users in South Korea to find out how social power affects social
interaction, how social interaction affects social capital, and how social capital affects
purchase intent. The findings show that social capital has a significant impact on the
propensity to buy sustainable fashion products. As a result, when structuring their brand
messaging, fashion marketers should consider social capital management in the context of
fashion YouTube. This research sheds light on the links between social capital and the desire
to buy sustainable fashion products. It also contributes to the theoretical framework of
sustainable fashion marketing and management and has ramifications for it.

The goal of this research paper was to study is to look into consumers perceptions of value
and their intentions to buy upcycled goods. The entire perceived utility of upcycled products
was determined as six values in this study, each of which influences distinct levels of product
attitude, which affects purchase intention. The study also looked into the impact of buying
experience in mediating the relationship between perceived value and product attitude. To
test the hypothesis, they used survey data from 413 persons in the United States. Three values
(green, emotional, and aesthetic) were found to have a strong beneficial impact on both
product attitude and purchase intention. Only on the routes connecting green and functional
values and product attitude did buying experience have a moderating influence. Academics,
practitioners, and politicians might use the data to develop tactics that encourage people to
buy recycled items. We suggest that, based on the origin of each product, organisations
should develop strategies that optimise the emotional and aesthetic aspects of upcycled
products by using varied and engaging material, such as storytelling.
In the research paper, age is a socio-demographic characteristic extensively utilized in
marketing. When it comes to marketing, age is a socio-demographic optimation that is widely
exploited. However, the application of these criteria occasionally reveals shocking and
ambiguous traits, such as the consumption of children's products and services by adults and
the use of items designed for children by extremely old folks, among other things. Therefore,
a new idea has been invented in order to overcome the limits given by the passage of time.
The subjective age is the word used to describe this reality. This novel theory pertains to the
age that a person feels he or she is: a person may believe they are younger or older than their
actual age, based on their perspective of themselves. Subjective age, as a component of the
"self-concept," affects consumers' behavior and, as a consequence, their engagement with
apparel. Dress fashion, which is frequently referred to as a "value of youth," may reflect a
person's inner feeling of himself and, as a consequence, could explain subjective age trends.
This study has shown that the subjective age trend may affect people's involvement in
clothing fashion: the bigger the number of individuals who are engaging, the greater the
possibility that they will rejuvenate and age/grow old.
In the research paper, Second in retail sales in India is the branded clothes sector. In the past,
international merchants were not allowed to enter the Indian market. As a result, only the
wealthy and most affluent could purchase international brands because of their restricted
availability. After India's economic liberalization in 1991, multinational clothing companies
were able to enter the Indian market with ease. There has been an increase in the number of
globally recognized brands entering the home market and competing with regionally
produced goods since that time. The Indian clothing and non-apparel manufacturing market
are dominated by apparel, with a share of 66.3 percent. The clothing and non-apparel
manufacturing market in Asia-Pacific is dominated by India, with a share of 15.7%. More
than $62 billion was generated in the Indian clothing and non-apparel manufacturing business
in 2011, a 14.4 percent increase over 2010. `In an ideal world, consumers would buy things
and brands that provide both emotional and practical advantages. Consumption of foreign
brands in developing nations is seen by consumers as a strong show of wealth and social
standing, and they experience sentiments of joy, happiness, and satisfaction when they
purchase a foreign brand. Consumers in India believe that global brands are of higher quality
than domestic ones. Consumers in developing countries buy these foreign brands because of
their interest in Western culture). When it comes to choosing a product or brand, Indian
customers prioritize emotional factors above practical ones. Indian customers' purchase
intentions are heavily influenced by the emotional value they get from a product or service,
regardless of whether it is a domestic or international brand.
In this survey of the research paper,
In academia, no one has agreed on what luxury means. It's common for luxury to be
associated with a high price, higher quality, exclusivity, rarity, beauty, enjoyment, and strong
non-functional connotations. As stated by Dubois and Paternault "luxury products are
purchased for what they symbolize, rather than for their physical attributes. 
Several research has been conducted in the past to try to determine the most important
aspects of luxury value. Conceptual study in the field of luxury value perception has been the
focus of many academics Using the following social criteria, However, few empirical studies
have been carried out to explore how developed markets across cultures perceive the worth of
luxury goods. These studies include the Indian market the Chinese market, and the Korean
market. market in China both the Thai and the Indian markets As a result, the effect of luxury
value perception on millennials' buying intentions is still largely unknown. In addition, this
generation is ignorant of the elements that influence customer purchasing intentions for high-
end fashion products. Further, this demonstrates the importance of this investigation.
Longer-lasting materials and products are often seen as a way to be more resourceful and
environmentally friendly in a wide range of products, including fashion. But these gains are
only possible if people change their behaviour and how they buy things. In fashion, for
example, social and experiential factors, not just material products, play a big role in what
people buy and how they buy it. Obsolescence of fashion products, which is caused by
aesthetic changes and changes in social preferences, shows that the factors that affect fashion
garment lifespans are both psychological and social. This is based on ethnographic evidence
that shows that clothes that don't go out of style often do so in unplanned or unplanned ways,
not because of planning or the quality of the materials or products used to make them. This
article proposes a new way to think about design for durability. Instead of thinking about
materials, products, and user-object relationships, this article thinks about material durability
as a result of how humans act. It suggests that durability, even though it is helped by
materials, design, and construction, is determined by a person's idea of how to use things.
"Fast fashion" is a term that refers to cheap clothing collections that look like high-end
fashion trends. Young people in the industrialised world want to look good, even though fast
fashion is bad for the environment. Trends change quickly, and today's new styles quickly
beat yesterday's, which have already been thrown away. This article talks about the fact that
many people who buy fast fashion care about the environment, but they also buy things that
don't make good environmental choices. People who seem to be good at compartmentalising
and don't feel guilty about their Janus-faced desires don't see any problem with them. Can
high-end fashion, which places a high value on authenticity and cares about artisans and the
environment, help people think about both quality and sustainability? We think that real
luxury brands, rather than fake ones, can, ironically, bring together the ideals of fashion and
the environment. This is because individual identities change all the time and require a
materially referenced re-imagining of oneself to do so.

The problem of sustainability is critical in the fashion industry, and it has attracted a great
deal of attention from customers. In this article, we use secondary data acquired from two
large online fashion forums between 2004 and 2012 to explore the shift in people's concerns
about sustainable fashion. Our investigation is based on a cross-temporal approach, and the
findings indicate that forum debates around sustainable fashion have evolved through time.
While subjects such as sustainable production and remanufacturing, green information
exchange, and green mindset and education were formerly the subject of intense debate in the
mid-2000s, green marketing has recently emerged as the primary focus of discussion. Our
findings suggest that providing customers with green information by fashion shops is an
effective strategy to educate them about the importance of sustainability and to raise their
knowledge of the issue. It is also advantageous to encourage consumers to make purchases of
environmentally friendly clothing. The findings offer practitioners with valuable industry
insights that will help them better design and market sustainable fashion.

Reference:
1. (Sustainable Jungle, 6 October, 2021)
2. (Ro, Christine, October 6, 2021)
3. (Why Sustainable Clothing is Booming in India, September 27, 2019)
4. (JuranKim, Seungmook Kang, Ki HoonLee, September, 2020)
5. (Ting‐yan Chan, Christina W.Y. Wong, May, 2012)
6. (Lee, Somi Yu, Jieun, February 2019)
7. https://www.emerald.com/insight/content/doi/10.1108/JFMM-10-2018-0133/full/html
8. https://www.researchgate.net/publication/
312353698_Measuring_brand_equity_of_foreign_fashion_apparels_in_the_Indian_m
arket
9. https://ibimapublishing.com/articles/JMRCS/2012/348631/
10. (Fletcher, 2015)
11. (Annamma Joy, 2015)
12. (Shen, 2013)