MINOR PROJECT REPORT

ON
A STUDY ON CONSUMER BEHAVIOUR TOWARDS
CIRCULAR FASHION

Submitted in partial fulfillment of the requirement of

Bachelors of Business Administration (BBA)

Session 2022-23

Under the guidance of Submitted by

Dr. Sarvendu Tiwari Ipshita Jalal
Associate Professor BBA -IV Semester
Enrollment No – 02425501721

JIMS ENGINEERING MANAGEMENT TECHNICAL CAMPUS

48/4 Knowledge Park III, Greater Noida-201306 (U.P.)

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 TO WHOM SO EVER IT MAY CONCERN

This is to certify that Mr./Ms.____________________________S/o./

D/o.______________________________________ Batch-2021-2024, Enrollment

No.______________, student of BBA, IV Semester at JIMS Engineering Management

Technical Campus, Greater Noida affiliated to Guru Gobind Singh Indraprastha

University, New Delhi, has prepared and submitted his/her Minor Project Report - II on the

topic,

“___________________________________________________________________.

___________________________________________________________________.

__________________________________________________________________” in the

month of ____________________ 2023.

I certify that the report is the original work done in the partial fulfillment of awarding Degree

of Bachelor of Business Administration (BBA).

Name of the Guide:

Signature of the Guide:
Date

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 DECLARATION

I hereby declare that this Minor Project Report titled “a study on consumer behavior towards circular
fashion” submitted by me to JEMTEC, Greater Noida is a Bonafede work undertaken during the period
from 24 March 2023 to 30 May 2023 by me and has not been submitted to any other University or
Institution for the award of any degree diploma / certificate or published any time before.

Signature of the Student Date: 30 May 2023

Ipshita Jalal
Enrollment No – 0242550172

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 ACKNOWLEDGEMENT

I offer my sincere thanks and humble regards to JEMTEC, Greater Noida for imparting us very valuable
professional training in BBA.

I pay my gratitude and sincere regards to Dr. Sarvendu Tiwari, my project Guide for giving me the
cream of his knowledge. I am thankful to his as he has been a constant source of advice, motivation and
inspiration. I am also thankful to him for giving his suggestions and encouragement throughout the
project work.

I take the opportunity to express my gratitude and thanks to our computer Lab staff and library staff for
providing me opportunity to utilize their resources for the completion of the project.

I am also thankful to my family and friends for constantly motivating me to complete the project and
providing me an environment, which enhanced my knowledge.

Date: 30 May, 2023

Name: Ipshita Jalal
Enroll. No.: 0242550172
Course: BBA (4-Sem)

(Signature of the Student)

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 EXECUTIVE SUMMARY

This project focused on studying consumer behavior towards circular fashion. The objectives were to
assess consumer awareness, motivations, and barriers related to sustainable fashion practices.
Through surveys I have notice that there the consumers demonstrated a growing awareness of the
environmental impact of fashion and an increased interest in sustainable alternatives.
Motivations for adopting circular fashion included environmental concerns and ethical considerations.
Barriers to adoption were identified as pricing, limited availability, and lack of knowledge.
Effective communication channels included social media, sustainable fashion influencers, and interactive
retail experiences.
Recommendations included utilizing these channels to educate and engage consumers, addressing
pricing strategies, and expanding the availability of sustainable fashion options.
The project aimed to provide valuable insights and strategies for promoting the adoption of circular
fashion and fostering a more sustainable fashion industry.

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 CONTENT

S.NO. TOPIC PAGE

NUMBER

1. Declaration iii

2. Certificate (Issued by the college) ii

3. Acknowledgement iv

4. Executive Summary v

5. Chapter-1: Introduction 1-6

6. Chapter 2: Company Profile 7-13

7. Chapter-3: Literature Review 14-16

8. Chapter-4: Research Methodology 17-19

9. Chapter-5: Analysis / Study of Topic 20-38

10. Chapter-6: Findings 38-39

11. Chapter-7: Recommendations/ Suggestions 39-40

12. Chapter-8: Conclusion & Limitations of the Study 41-45

13. References/Bibliography 46

14. Appendices 47-50

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 CHAPTER 1
INTRODUCTION

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The fashion industry has long been associated with trends, fast consumption, and a significant
environmental impact. As global awareness of sustainability grows, there is a pressing need to shift
towards more environmentally-friendly practices. Circular fashion has emerged as a transformative
concept that aims to tackle the industry's challenges by reimagining the entire fashion lifecycle.
Understanding consumer behavior is crucial in driving the adoption of circular fashion practices.
Consumer awareness plays a fundamental role in their decision-making process.
It involves evaluating their level of knowledge about the principles of circular fashion, including
concepts such as recycling, upcycling, and the use of sustainable materials. By gauging consumer
awareness, fashion brands and retailers can identify gaps and develop targeted educational campaigns to
increase understanding.
Motivations are key drivers behind consumer choices. When it comes to circular fashion, consumers are
influenced by various factors. Environmental concerns and a desire to reduce
their ecological footprint often motivates individuals to embrace sustainable fashion practices. Ethical
considerations, such as fair trade and labor conditions, animal welfare, and social impact, also play a
role. Additionally, consumer motivations may include aligning with fashion trends that prioritize
sustainability, as well as economic incentives such as cost savings and the potential for long-term
investment in quality pieces.
However, certain barriers can hinder the widespread adoption of circular fashion. Price remains a
significant consideration, as sustainable fashion products often come at a premium. Limited availability
of sustainable options, both in terms of design and accessibility, can also pose challenges for consumers.
Perceived quality issues, including concerns about durability and style, may discourage some
individuals from embracing circular fashion. Furthermore, a lack of knowledge about sustainable
fashion options and the availability of recycling and upcycling facilities can contribute to the barriers.
To promote consumer behavior, change towards circular fashion, effective strategies are needed.
Communication channels and platforms that resonate with the target audience are essential. Social
media, sustainable fashion influencers, and interactive retail experiences have proven effective in
engaging consumers and conveying the message of circular fashion. By leveraging these channels,
fashion brands and retailers can educate consumers, showcase sustainable fashion alternatives, and
encourage participation in circular initiatives.
In conclusion, understanding consumer behavior towards circular fashion is paramount to driving
sustainable practices in the fashion industry. By assessing consumer awareness, motivations, and
barriers, stakeholders can develop informed strategies that align with consumer preferences and values.
Through targeted education, increased accessibility, and innovative design, the fashion industry can
transition towards a circular model that reduces waste, conserves resources, and contributes to a more
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sustainable

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future.

There are several companies that are actively involved in circular fashion practices. Here are some
notable examples:
 H&M: H&M is a global fashion retailer that has made commitments to circular fashion. They
have initiatives such as their garment collection program, where customers can bring back
unwanted garments for recycling. H&M also incorporates recycled materials in their products
and offers a Conscious Collection made from sustainable materials.

 Levi's: Levi's, a well-known denim brand, has implemented circular fashion practices through
their "Buy Better, Wear Longer" approach. They encourage customers to keep their jeans for
longer by offering repair services and promoting the durability of their products. Levi's also
incorporates recycled denim into some of their collections.

 Fabindia: Fabindia is a renowned Indian brand that promotes sustainable and handmade
products. They emphasize traditional craftsmanship and use natural and eco-friendly materials in
their clothing lines. Fabindia focuses on creating long-lasting garments and encourages
customers to take care of their products through proper maintenance and repair.

 Marks & Spencer: Marks & Spencer is an international brand that promotes sustainable fashion
practices, including circularity. They have a "Shwopping" program that encourages customers to
bring back old clothing for recycling. Marks & Spencer also uses recycled materials in their
products and emphasizes responsible sourcing and production.

 Adidas: Adidas is a renowned sportswear brand that has made significant strides in circular
fashion. They have launched initiatives like "Adidas Infinite Play" which aims to create fully
recyclable products. Adidas focuses on reducing waste, promoting recycling, and implementing
sustainable production processes.

 Ritu Kumar: Ritu Kumar is a renowned Indian fashion designer known for her sustainable and
handcrafted designs. She incorporates traditional Indian textiles and techniques while promoting
conscious consumption and responsible fashion practices.

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 DEFINITION OF TERMS

1. Sustainability

Sustainability means meeting our own needs without compromising the ability of future generations to
meet their own needs. In addition to natural resources, we also need social and economic resources.
Sustainability is not just environmentalism. Embedded in most definitions of sustainability we also
find concerns for social equity and economic development.

2. Circular Fashion

Circular fashion is a system where our clothing and personal belongings are produced through a more
considered model: where the production of an item and the end of its life are equally as important. This
system considers materials and production thoughtfully, emphasizing the value of utilizing a product
right to the end, then going one step further and repurposing it into something else. The focus is on the
longevity and life cycle of our possessions, including designing out waste and pollution. Essentially,
the ‘circular’ comes as a response to previous economic and societal models that have been ‘linear’ to
date, and harmful on the planet along the way.

3. Environment

Environment can be defined as a sum total of all the living and non-living elements and their effects
that influence human life. While all living or biotic elements are animals, plants, forests, fisheries, and
birds, non-living or abiotic elements include water, land, sunlight, rocks, and air.

4. Pollution

Pollution is the introduction of contaminants into the natural environment that cause adverse change.
Pollution can take the form of any substance (solid, liquid, or gas) or energy (such as radioactivity,
heat, sound, or light). Pollutants, the components of pollution, can be either foreign
substances/energies or naturally occurring contaminants. Although environmental pollution can be
caused by natural events, the word pollution generally implies that the contaminants have an
anthropogenic source – that is, a source created by human activities. Pollution is often classed as point
source or nonpoint source pollution. In 2015, pollution killed 9 million people worldwide.

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 5. Customer Experience

Customer experience refers to the entirety of a customer's interactions and perceptions with a brand or
company. It encompasses every touchpoint, from initial discovery to post-purchase support. A positive
customer experience entails understanding and meeting customer needs, delivering exceptional service,
and creating meaningful and personalized interactions. It involves providing seamless and consistent
experiences across different channels, fostering emotional connections, and continuously seeking
feedback for improvement. A great customer experience builds customer loyalty, drives advocacy, and
ultimately contributes to the success and growth of a business.

6. Customer Behavioral Intention

Customer behavioral intention are often defined as a course of action, aim and concern that a consumer
brings to deal on a current or future purchase activity. it's referred to as the theory of reasoned action
which may be a model for the prediction of human behavior, feeling and attitude. it's also a cognitive
decide to perform a behavior that has created through a choice or decision process that focuses on
beliefs about the results of the action.

COMPONENTS OF CIRCULAR FASHION

Material
 “Clothes that follow a circular fashion model use different materials. Circular fashion also uses less
of the material.
 The material that circular fashion features are recyclable and sustainable. Those who work to create
circular fashion also work to remove material that is not recyclable or eco-friendly.
 By eliminating the extra material, the clothes are less harmful if they end up in the waste bin. But
the goal is to avoid throwing these kinds of clothes away.
 There are many ways to recycle materials. These methods include creating fabric out of plastic.

Packaging
 The way that a company packages its products can say a lot about the business. Some extra
packaging is standard among most companies. However, a lot of companies are now switching over
from bulky packaging to a minimalist approach.

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 Often, clothing and makeup can come in bulky packaging that does nothing but brings about waste.

The extra plastic and cardboard that comes with a product are usually not essential.
 Companies can become more eco-friendly by simply reducing the amount of packaging they use.
Circular fashion includes the packaging as an aspect to consider when creating innovative fashion.
 “Being understood about the meaning of color especially in business gives the shop manager a
useful tool to make a successful business by do the marketing, promotional efforts and receives best
customer experience and feedback.

Reusability
 The reusability of a product is a significant factor in whether someone is going to recycle it or not.
 If the process of recycling an article of clothing is too complex, consumers are not going to do so.
Even those who have the best intentions to be eco-friendly can only recycle so much.
 To help expand the reusability of a product, circular fashion has to plan how consumers can
repurpose the style.
 But there are several ways that the average consumer can repurpose clothing. You can turn old
clothing into blankets, rugs, purses, towels, and more.

Eco-Friendly
 One of the most important focuses of circular fashion is to create eco-friendly fashion. This process
is a combination of other factors, such as materials and reusability.
 All of these factors help the planet in some way, even if it is small. Companies now realize how
dangerous the trend of fast fashion is. Now that there is an awareness of this damage, consumers are
shying away from fast fashion.
 Regulating the material, packaging, and general use of a product is an excellent way to start creating
eco-friendly fashion.

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 CHAPTER 2
COMPANY PROFILE

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Now to understand the concept of circular fashion in more practical aspect by taking the example of a
company.
The company that I have chosen for this is H&M.

1. HISTORY OF H&M

 H&M was founded in 1947 by Erling Persson in the Swedish town of Västerås. Initially, the store
was a women's clothing retailer called "Hennes," which exclusively offered women's fashion. The
store was successful, and Persson saw an opportunity to expand the business.
 In 1968, Persson acquired Mauritz Widforss, a hunting and fishing equipment retailer. With this
acquisition, the company was renamed Hennes & Mauritz, or H&M. The addition of the men's
clothing range allowed H&M to cater to a broader customer base and diversify its product offerings.
 During the 1970s, H&M embarked on an expansion strategy within Sweden, opening new stores in
various cities. In the 1980s, the company continued to grow rapidly and entered international
markets. H&M opened its first store outside of Sweden in Norway in 1964.
 By the end of the 1980s, H&M had stores in several European countries, including Denmark, the
United Kingdom, and Germany. In the 1990s, H&M accelerated its international expansion further.
The company entered the American market by opening a store on New York's Fifth Avenue in 2000.
It continued to expand its presence in Europe and entered new markets in Asia, including China and
Japan. H&M also launched its online store in 1998, allowing customers worldwide to shop for its
products.
 H&M's success can be attributed to its fast-fashion business model. The company has a quick
production cycle, enabling it to rapidly produce and distribute trendy clothing items at affordable
prices. H&M closely monitors fashion trends and ensures it inventory reflects the latest styles. This
approach allows the company to attract a large customer base seeking fashionable clothing without
breaking the bank.
 Throughout its history, H&M has collaborated with numerous renowned designers and celebrities.
These collaborations generate excitement and bring exclusive collections to the market. Designers
like Karl Lagerfeld, Stella McCartney, Alexander Wang, and Versace have all partnered with H&M,
creating limited-edition lines that quickly sell out.
 H&M had approximately 5,000+ stores worldwide

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2. PROFILE OF THE ORGANIZATION
H&M is a global fashion retailer that caters to a wide range of customers with its affordable and trend-
driven clothing and accessories. Here are some key aspects of H&M's profile:

 Target Market: H&M targets men, women, teenagers, and children, offering clothing and
accessories for various age groups. The brand aims to provide fashionable and affordable options to
a broad customer base.

 Fashion and Trends: H&M is known for its fast-fashion business model, which focuses on quickly
translating the latest fashion trends into affordable clothing collections. The company closely
follows the latest styles and aims to offer fashionable products that align with current trends.

 Product Range: H&M offers a diverse range of products, including clothing, footwear, accessories,
and cosmetics. Their collections cover various categories such as casual wear, formal wear,
sportswear, and more. H&M also provides a range of sizes, from petite to plus-size, to cater to
different body types.

 Collaborations: H&M has a history of collaborating with high-profile designers, luxury brands, and
celebrities. These collaborations result in limited-edition collections that create excitement and
attract attention from fashion enthusiasts and consumers.
 Sustainability: In recent years, H&M has been emphasizing its commitment to sustainability. The
company aims to improve its environmental impact by using more sustainable materials, promoting
recycling, and reducing waste in its operations. H&M has also launched initiatives to support fair

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 labor practices and improve supply chain transparency.

 Global Presence: H&M has a significant global presence, with stores in numerous countries across
Europe, Asia, North America, South America, and Africa. It continues to expand into new markets,
increasing its international footprint.

It's important to note that H&M's profile may evolve over time as the company adapts to changing
consumer preferences and industry trends.

3. PROBLEMS OF THE ORGANIZATION

H&M has faced several challenges and problems throughout its history. Here are some notable issues
that the company has encountered:
 Labor Practices: H&M has faced criticism regarding its labor practices, particularly in its supply
chain. There have been reports of low wages, poor working conditions, and violations of labor rights
in supplier factories. These allegations have raised concerns about worker exploitation and unethical
practices.
 Environmental Impact: Fast fashion, the model on which H&M operates, has been associated with
environmental issues. The high volume of clothing production and the disposable nature of fast
fashion contribute to resource depletion, pollution, and waste generation. H&M has been criticized
for its environmental impact, including the use of non-sustainable materials and insufficient
recycling efforts.
 Transparency and Supply Chain Management: H&M has encountered challenges in ensuring
transparency and responsible sourcing throughout its supply chain. It can be difficult for a company
of its size and global reach to effectively monitor and regulate the practices of its numerous
suppliers.
 Controversies and Public Relations Issues: H&M has faced several controversies and public
relations challenges. One notable incident occurred in 2018 when H&M released an advertisement
featuring a young black boy wearing a hoodie with a racially insensitive slogan. The ad sparked
accusations of racism, leading to widespread backlash and calls for boycotts.
 Competition and Market Saturation: The fast-fashion industry is highly competitive, and H&M faces
strong competition from both traditional retailers and online platforms. The market has become
saturated, making it more challenging for H&M to maintain its market share and attract customers in
an increasingly crowded landscape.
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  Shifts in Consumer Preferences: The fashion industry is driven by constantly evolving consumer
preferences. H&M must adapt to changing trends and consumer demands to remain relevant. Shifts
towards more sustainable and ethically produced fashion, as well as increased focus on online
shopping, have posed challenges that H&M needs to address to meet evolving customer
expectations.

It is worth noting that H&M has acknowledged these challenges and has taken steps to address them.
The company has made commitments to improve labor conditions, increase supply chain transparency,
and enhance its sustainability efforts. However, overcoming these issues remains an ongoing process for
the company.

4. COMPETITION INFORMATION OF H&M

H&M faces competition from various players in the fashion retail industry. Here are some of the key
competitors of H&M:

i. Zara: Zara, owned by the Spanish company Inditex, is one of H&M's primary competitors. Like
H&M, Zara follows a fast-fashion model and offers trendy clothing at affordable prices. Zara is
known for its ability to quickly deliver new styles to stores, allowing it to respond swiftly to
changing fashion trends.

ii. Primark: Primark, a subsidiary of Associated British Foods, is another major competitor in the fast-
fashion market. It offers low-cost clothing, targeting budget-conscious consumers. Primark focuses
on large, value-driven stores and has gained popularity for its affordable basics and trend-led
collections.

iii. Forever 21: Forever 21 is an American fast-fashion retailer known for its youthful and trendy
clothing offerings. The brand caters to a similar demographic as H&M and offers a wide range of
affordable fashion items for men, women, and children.
iv. ASOS: ASOS is an online fashion retailer that offers a vast selection of clothing, accessories, and
beauty products. It caters to a global audience, providing a mix of in-house brands and external
labels. ASOS is known for its extensive product range, competitive prices, and focus on online
shopping convenience.

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v. GAP : GAP is an American clothing retailer that competes with H&M in the mid-market fashion

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 segment. Gap offers casual and classic clothing options for men, women, and children. The brand has
a strong presence in the United States and operates stores globally.

vi. Topshop/Topman: Topshop and Topman, previously part of the Arcadia Group, are popular British
fashion retailers known for their on-trend clothing and accessories. They cater to young shoppers
and provide a mix of affordable basics and unique fashion-forward pieces.

These are just a few examples of the competitors in the fashion retail industry that overlap with H&M's
target market and price range. The industry is highly competitive, and companies continuously strive to
differentiate themselves through their product offerings, brand image, sustainability initiatives, and
customer experience.

5. SWOT ANALYISIS OF H&M

SWOT analysis of H&M:

A. STRENGTHS:
 Strong Global Presence: H&M has a significant global footprint, with a large number of stores in
various countries, providing it with a wide customer reach.

 Fast-Fashion Model: The company's fast-fashion business model allows it to quickly respond to
changing fashion trends and offer trendy clothing at affordable prices, attracting a broad customer
base.

 Collaboration and Partnerships: H&M has successfully collaborated with renowned designers and
celebrities, creating exclusive collections that generate excitement and attract customers.

 Brand Recognition: H&M is a well-known and recognized brand globally, benefiting from its long-
standing presence and marketing efforts.

B. WEAKNESSES:
 Labor Practices: H&M has faced criticism for its labor practices, including low wages and poor
working conditions in supplier factories, which can damage its reputation and raise ethical concerns.

 Environmental Impact: The fast-fashion industry, including H&M, is associated with environmental
challenges due to high production volumes and disposable clothing. H&M faces pressure to improve
its sustainability efforts and reduce its environmental footprint.

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 C. OPPORTUNITIES:
 Expansion in Emerging Markets: H&M can explore opportunities for further expansion in emerging
markets where there is a growing middle class and increasing demand for affordable fashion.
 Online Growth: E-commerce presents a significant opportunity for H&M to reach a wider audience
and capitalize on the growing trend of online shopping.
 Sustainable Fashion: Embracing sustainability initiatives and offering more eco-friendly products
can attract environmentally conscious consumers and align with evolving consumer preferences.

D. THREATS
 Intense Competition: The fashion retail industry is highly competitive, with numerous players vying
for market share. H&M faces competition from both traditional retailers and online platforms, which
can impact its sales and market position.
 Economic Factors: Economic downturns, fluctuations in consumer spending, and changes in
consumer confidence can influence purchasing decisions and pose a threat to H&M's sales and
profitability.
 Shifting Consumer Preferences: Changing consumer preferences, such as a growing demand for
sustainable and ethical fashion, can require H&M to adapt its strategies and offerings to meet
evolving customer expectations.

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 CHAPTER 3
LITERATURE REVIEW

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 Review of Literature

Antikainen, M. and Valkokari (2016) well “explained the circular economy concept is a novel
economic model aiming to foster sustainable economic growth, boost global competitiveness, and
generate new jobs. In order to make the circular economy mainstream, radical and systemic innovation
is needed. Currently, a majority of the business modelling tools and methods lack at least some of the
identified and needed elements for innovating business models in a circular economy. In this article, we
build a framework for sustainable circular business model innovation by adding important perspectives:
recognizing trends and drivers at the ecosystem level; understanding value to partners and stakeholders
within a business; and evaluating the impact of sustainability and circularity”.

Armstrong, C., Niinimäki, K., Kujala, S., Karell, E. and Lang, C. (2015) “The clothing industry is in
need of innovative business models that can reduce its environmental footprint for which product-
service systems (PSS) may provide many opportunities. The chief objective of this study was to identify
the positive and negative perceptions of clothing product-service systems (PSS) for the purpose of
determining barriers as well as pathways to viability. A mixed-methods study was conducted in Finland.
Findings from this study indicate a moderate level of interest in a variety of clothing-related PSS
features, with the highest level of interest in clothing take-back, swaps, and consultancy. PSS schemes
evidencing experiential, innovative and social approaches (renting, swapping and fashion result) were
perceived to be best suited for younger consumers while services that emphasized product satisfaction
(e.g. redesign, repair/maintenance, customization, consultancy) were perceived to be most suited for
older consumers. Attributes most contributing to positive perceptions of the clothing PSS were
environmental benefits as well as emotional aspects, such as experiential or social features of the PSS
model, the ability to meet fashion needs, and increased product satisfaction. Negative perceptions were
most driven by a lack of trust in the service provider and perceived barriers to ease of use, such as a lack
of accessibility to the product or the technical requirements that may be commanded.”

Cao, H., Chang, R., Kallal, J., Manalo, G., McCord, J., Shaw, J. and Starner, H. (2014), Excess
consumption of apparel is driven by the apparel industry to offer more styles at lower prices in shorter
time and the consumers’ desire to change fashion. The purpose of this paper is to apply adaptable design
in apparel as a sustainable design solution for excess consumption problem.

Carey, L. and Cervellon, M.-C. (2014) “Results indicated that there were notable differences in the

21

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perception of ethical fashion between the respondents from these three cultures. In the representation
and appeal of this fashion segment, in terms of its perceived availability, the transfer of meaning
connected with the observation of higher price points and in the use of ethical purchases in the fashion
arena as an offset or redemption for unethical behaviour in other contexts.”.

Chi, T. (2015), “This empirical study responded to the need for better understanding of consumer-
desired values from environmentally friendly apparel (EFA) consumption to support effective product
development and marketing. A multi-dimensional consumer perceived value (CPV) model (i.e. social,
emotional, quality, and price values) was utilized to identify the desired EFA values among Chinese
consumers. From a national survey of Chinese consumers, 1388 eligible returns were collected.
Exploratory factor analysis and confirmatory factor analysis were conducted for data analysis. The
scales of each value construct were proven reliable and valid and the CPV model exhibited a
satisfactory model- to-data fit. Four value constructs accounted for most of the variance of CPV (78%).
Social value is the most desired value, followed by price, emotional, and quality values. Communicating
the social contribution of EFA consumption to consumers is crucial as the social responsibility
movement in China favors a fundamental consumer lifestyle change toward sustainability”

Da Giau, A., Macchion, L., Caniato, F., Caridi, M., Danese, P., Rinaldi, R. and Vinelli, A. (2016),
“Today, the sustainability challenge has become a relevant issue in the fashion industry. However, given
that the request for sustainability is relatively new in this industry, empirical research that could guide
companies towards supply chain sustainability is lacking. This study aims to deepen the understanding
of the main strategic approaches to sustainability used in fashion supply chain management (SCM).

Five case studies were examined in terms of the practices that characterise these approaches. Moreover,
contextual factors, drivers and barriers that support or hinder different approaches were identified. To
accomplish this goal, both environmental sustainability and social sustainability were investigated, and
all the areas of fashion SCM (i.e. new product development, source, make, deliver, retail, return,
governance) were considered simultaneously to offer a wide overview of this industry’s sustainability
issue.”

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 CHAPTER 4
RESEARCH METHODOLOGY

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1. RESEARCH DESIGN

 What is research design?

 A researcher's research design is the framework for the methodologies and approaches he or she will
use. Researchers may focus on research methodologies that are appropriate for the topic matter and
set up their studies for success thanks to the design.
 There are two types of research:
 Quantitative
 Qualitative

 What research is being used here?

 Quantitative research design is being applied here to find the data on circular fashion.
 Data has been collected by a survey to know general ideas of people on circular fashion. Those
numerical data have been converted into pie charts and bar graphs to get the better idea of what
generally public admire the concept of circular fashion.

2. DATA COLLECTION METHOD: -

The majority of data is gathered using two approaches. The following are the details:

a) Primary Information
b) Secondary information

a) Primary information: -

 Primary data are first-hand accounts that are gathered for the first time in order to answer a research
challenge.
 The data gathered from primary sources are considered original sources.
 Its new information obtained directly from respondents for the first time.
 Primary data is valuable because it provides trustworthy, factual first-hand information.
 The researcher gets primary data as needed for his study topic from a source or from an internet
source.
 It's also time-consuming and expensive to collect data.

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 Mail surveys, personal interviews, observation, and experimentation are some of the most common

19
 approaches used.
 Data gathering equipment must be tailored to the investigation's requirements.
 Primary data is information gathered directly from respondents by the researcher.
 Primary data is gathered for more in-depth information on specific components of a study endeavor.
 Customer surveys were used to gather information.

b) Secondary information:

 Primary data is followed by secondary data.

 This information has already been gathered and compiled for someone other than the researcher.
 It is easily accessible in a compiled form.
 Such information could be presented in the form of statistical statements, tables, reports, and so on.
 Such information is available in both published and unpublished formats.
 Secondary data can be used as the "only source" of information in a research study.

3. Sampling Design:
 The random or probability sampling approach is utilized for sampling.
 Probability sampling is a form of sample selection in which random processes, such as coin flipping,
are used to choose items.

Statistical tools for analysis:

 This report uses tables, pie charts, and other statistical tools for analysis.
 Questionnaire survey is one of the strategies used to check how much aware the consumers are.
 Microsoft Office was used to create the entire report.

Size of the sample: - 50

4. OBJECTIVES OF STUDIES

i) To study the Assessment of Consumer Behavior.

ii) To help Identifying Innovations and Best Practices.
iii)To help Evaluating Environmental Impact.

20
 CHAPTER 5
DATA ANALYSIS

21
Demographic question
 Age

Age No. of %
Respondents
15-20 31 62

20-25 15 30

25-30 3 6

30-35 0 0

35-40 1 2

40+ 0 0

TOTAL 50 100

Interpretation: We can see that out of 5o respondent, 31 belongs to age group of 15-20, 15 belongs to the
age group of 20-25, 3 belongs to the age group of 25-30 ,1 belongs to the age group of 35-40.

22
Q1) Are you aware of the garment life (reusability/recyclability/disposability)

Are you aware? No. of respondents %

Yes 37 74
No 13 26

TOTAL 50 100

Interpretation: 74% respondents are in in favor of the fact that they are aware of the garment life.

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Q2) Do you focus on recyclability of garments while shopping?

Are you aware? No. of respondents %

Yes 22 44
No 28 56

TOTAL 50 100

Interpretation: 56% respondents are against the favor of recyclability of garments while shopping.

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Q3) Do you consider durability of garments while purchasing them?

Are you aware? No. of respondents %

Yes 44 88
No 6 12

TOTAL 50 100

Interpretation : Only 88% of the respondents considers durability of garments while purchasing the
products.

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Q4) Do you look for certified eco-friendly labels?

Are you aware? No. of respondents %

Yes 31 62
No 19 38

TOTAL 50 100

Interpretation: Only 62% of the respondents look for certified eco-friendly labels.

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Q5. Do you believe that environmental information on the product labels is important?

Are you aware? No. of respondents %

Yes 31 62
No 19 38

TOTAL 50 100

Interpretation: Only 62% of the respondents believe that the environmental information label on the
product is important.

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Q6. Do you generally believe the information on product label to be true?

Are you aware? No. of respondents %

Yes 30 60
No 20 40

TOTAL 50 100

Interpretation: Only 60% of the respondents believe that the information on the product label is true.

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Q7. Have you ever heard the term "greenwashing" in the fashion industry?

Are you aware? No. of respondents %

Yes 30 52
No 20 48

TOTAL 50 100

Interpretation: only 52% of the respondents are aware of the concept of “greenwashing”

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Q8. Are you aware that one of the leading causes of climate crisis is fashion industry?

Are you aware? No. of respondents %

Yes 27 54
No 23 46

TOTAL 50 100

Interpretation: Only 54% of the respondents are aware that one of the leading causes of climate crisis is
fashion industry

30
Q9. Do you believe that fashion industry should be held accountable for their action?

Are you aware? No. of respondents %

Yes 27 54
No 23 46

TOTAL 50 100

Interpretation: Only 54% of the respondent believe in the fact that fashion industry should be held
accountable for their action.

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Q10. Do you believe that environmental certification can be helpful for the buyers?

Are you aware? No. of respondents %

Yes 41 82
No 9 18

TOTAL 50 100

Interpretation: Only 82% of the respondent believe that environmental certification can be helpful for
buyers

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Q11. Do you believe that every fashion industry should have environmental certification?

Are you aware? No. of respondents %

Yes 40 80
No 10 20

TOTAL 50 100

Interpretation: only 80% of the respondent believe that every fashion industry should have
environmental certificates

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Q12. Do you understand the concept of environmental certification?

Are you aware? No. of respondents %

Yes 39 78
No 11 22

TOTAL 50 100

Interpretation: Only 39% of the respondents understand the concept of environmental certification.

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Q13. Would you prefer to purchase clothing with less or no harmful effects to the environment over fast
fashion?

Are you aware? No. of respondents %

Yes 43 86
No 7 14

TOTAL 50 100

Interpretation: Only 86% of the respondents prefer to purchase clothing with less or no harmful effects to
the environment over fast fashion?

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Q14. Would you avoid buying items that have a harmful effect on the environment?

Are you aware? No. of respondents %

Yes 42 84
No 8 14

TOTAL 50 100

Interpretation: Only 84% of the respondents are ready to avoid buying items that have a harmful effect
on the environment.

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Q15. Would you be willing to bring down your consumption rate to help save the environment?

Are you aware? No. of respondents %

Yes 37 74
No 13 14

TOTAL 50 100

Interpretation: Only 74% of the respondents are willing ready to bring down your consumption rate to
help save the environment.

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Q16. Would you rather.......?

Buy…… No. of respondents %

Buy cheap and 16 32
unsustainable clothing
Buy valuable and 34 68
sustainable clothing
TOTAL 50 100

Interpretation: Only 68% of the respondents would buy valuable and sustainable clothing over cheap
and unsustainable clothing.

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Q17. Would you rather........?

Buy…… No. of %
respondents
Option you buy from H&M, ZARA, 18 36
FOREVER21 etc
Explore small businesses selling 24 48
sustainable clothing
Explore vintage/pre-loved items 8 16
stores
TOTAL 50 100

Interpretation: Only 48% of the respondents are ready to explore small business selling sustainable
clothing over buying from H&M, Zara etc. and explore vintage/pre-loved items stores

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CHAPTER 6
FINDING

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The followings are the fining of the data analysis done above:

• Retail should be suitable n helpful too everyone

• Spreading awareness on "Sustainable Fashion" as a movement and process of fostering

change to fashion products and the fashion system towards greater ecological integrity

and social justice, is important. I believe majority of people do not understand the

concept. The idea behind organizing this survey is great ss it would make people

curious about the concept.

• Fast fashion is down to consumers and retailers making cheap clothing available to

feed over consumption. We tend to keep that “expensive” piece for longer and wear

more frequently compared to cheaper clothing which in some cases lasts only a

weekend.

• We didn't know about all theses, thanks for sharing this knowledge to all of us. We will

be more careful about choosing our clothes.

• Should spread awareness through social media and word of mouth and should mandate

one chapter/subject about the same in the educational institutes

• Fashion industry should follow 6R’s- rethink, reduce, reuse, refuse, repair & recycle.

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 Chapter 7
RECOMMENDATIONS

42
The must can be the recommendations on the basis of the finding:

 Collaboration and Partnerships

 Increase consumer awareness about the benefits of circular fashion and the environmental
impact of the textile industry

 Invest in the development of efficient textile recycling and upcycling infrastructure.

 Encourage consumer participation through incentives, rewards, and campaigns that promote
responsible fashion choices.

 Empower consumers to make informed choices by providing clear information and labeling
about the circularity and sustainability of products.

 Support research and development in new technologies, materials, and business models that
enable a more circular fashion industry.

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 Chapter 8
CONCLUSION & LIMITATION

44
 A. CONCLUSION

• People are ready to take every step possible in order to protect the environment.

• People are ready to use sustainable clothes over clothes that are not sustainable for the
environment.
• 100% response rate was not found from the respondents.

• Lack of interest of the respondent was one of the major problems.

• The Geographic extent of this study was limited to the Delhi and NCR market only.

• The time duration of the project acted as another impediment and so the size of the survey was
limited to 50

respondents only.

 The respondents are biased based.

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REFERENCES

46
• www.wikipedia.com

• www.investopida.com

• www.reserachgate.com

• www.chatgpt.com

• www.google.com

47
APPENDIX

48
 Questionnaire

The following questions were asked in the questionnaire:

Q1. How usually do u visit McDonald?

i) Weekends
ii) Evening
iii) Casually
iv) Occasional
Q2. Which type of service do you prefer ?
i) Self service
ii) By employees

Q3. Which one do you prefer ?

i) dine-in
ii) takeaway
iii) Online order
iv) Either one of the above.

Q4. What makes you want to go to McDonald ?

i) Taste
ii) Services provided by them
iii) Price
iv) Pleasure
v) Other :

Q5. How much time is taken to serve food in dine in?

i) 10-15min
ii) 15-20min
iii) 20-25min
iv) More than an hour

Q6. Most preferred burger from the menu with

respect to its price
i) mc-aloo tiki burger
ii) maharaja mac ( veg/non veg)
iii) McVeggie
iv) McChicken

Q7. How often do you have to stand in the queue to place an order?
i) Evertime
ii) sometimes
iii) occasionally
iv) seldomly

Q8. How often do you visit any other restaurant except McDonald's?
i) occasionally
ii) often
iii) never
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iv) we don’t visit restaurants at all.

50
Q9. How often do you get an offer from mac-d?
i) once in a week
ii) once in 2 week
iii) once in 4 week
iv) once in 6 weeks or more

Q10. Does McDonald provide a healthy atmosphere ?

i) YES
ii) NO

Q11. Are the staff members polite ?

i) Always
ii) Sometimes
iii) Never

Q12. Does their employee follow covid protocols?

i) Yes
ii) Sometimes
iii) Never

Q13. How often do you find vacant seats to dine in ?

i) Always
ii) Sometimes
iii) Occasionally
iv) Never

1. Would you avoid buying items that have a harmful effect on the environment?
i. Yes
ii. No

2. Would you be willing to bring down your consumption rate to help save the environment?
i. Yes
ii. No

3. Would you rather........ ?*

i. buy cheap and unsustainable clothing?
ii. buy valuable and sustainable clothing?

4. Would you rather...? *

i. Option you buy from H&M, ZARA, FOREVER21 etc
ii. Explore small businesses selling sustainable clothing
iii. Explore vintage/pre-loved items stores

5. On a scale of 1 to 10, how much do you think you are aware of the environmental consequences of
our fashion choices?
i. 1
ii. 2
iii. 3
iv. 4
v. 5
vi. 6
vii. 7
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viii. 8
ix. 9
x. 10

6. On a scale of 1 to 10, how likely are you change your consumption pattern after this quiz?
i. 1
ii. 2
iii. 3
iv. 4
v. 5
vi. 6
vii. 7
viii. 8
ix. 9
X 10

7. On a scale of 1 to 10, how likely are you to help spread awareness of this cause and save the planet
before it’s too late?
i. 1
ii. 2
iii. 3
iv. 4
v. 5
vi. 6
vii. 7
viii. 8
ix. 9
x. 10

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