Consumer attitude and behavior in the ethical fashion industry - Exposé Submitted by Marlène Favier European Master in Business Studies University ...
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Consumer attitude and behavior in the ethical
fashion industry
Exposé
___________________________________________
Submitted by
Marlène Favier
European Master in Business Studies
University of Kassel
Kassel, Germany 21st October 2013Abstract Title: Consumer attitude and behavior in the ethical fashion industry Keywords: Consumer, attitude, behavior, ethical fashion, attitude- behavior gap, France Background: Over the last few years, increasing awareness and c o n c e r n s in the ethical industry have been experienced. After a particular attention has been paid to the food industry, this understanding started to be expanded to the fashion i n d u s t r y . Indeed, the study of ethical apparel industry is gaining more and more stature on the literature as its impacts on environment are steadily increasing. To understand this industry, a special focus on the attitude and behavior of ethical fashion consumers is also given. However, a problem is raised: even if people are much more concerned about ethical fashion than it used to be, an attitude- behavior gap is noticed as people do not transform this consciousness into purchase. Purpose: Therefore, the aim of the study is to provide a better knowledge of the ethical fashion consumption in the French market. The latter is done through an analysis o f the different drivers and barriers that influence the attitude-behavior gap in the ethical apparel industry. Method: The collection of qualitative a n d q u a n t i t a t i v e information will be done through a n o n l i n e q u e s t i o n n a i r e sent to the French market. The respondents will be between 18 and 30 years old.
Consumer attitude and behavior in the ethical fashion industry
Table of contents
ABSTRACT ..................................................................................................................... 2
1. INTRODUCTION ...................................................................................................... 3
2. PROBLEM STATEMENT AND RESEARCH QUESTION ....................................... 4
2.1 PROBLEM STATEMENT ........................................................................................... 4
2.2 RESEARCH QUESTION ............................................................................................ 5
2.3 HYPOTHESES ........................................................................................................ 5
3. THEORETICAL BACKGROUND ............................................................................. 6
4. REVIEW OF LITERATURE ...................................................................................... 7
4.1 APPAREL INDUSTRY ............................................................................................... 7
4.1.1 Fashion industry ............................................................................................ 7
4.1.2 Theory of reasoned action/planned behavior ................................................ 8
4.2 ETHICAL APPAREL INDUSTRY.................................................................................. 9
4.2.1 Ethical fashion ............................................................................................... 9
4.2.2 Modified theory of planned behavior ........................................................... 13
4.2.3 Attitude-Intention-Behavior gap ................................................................... 15
5. METHODOLOGY: QUESTIONNAIRE ................................................................... 17
6. OVERVIEW OF CHAPTERS .................................................................................. 18
7. WORK PLAN .......................................................................................................... 19Consumer attitude and behaviour in the ethical fashion industry
1. Introduction
Nowadays, one can observe that there is a global growth of people’s concerns
regarding the environment. Individuals recognize the need to act differently in a
world that suffers from the overconsumption of the human beings.
This consciousness is noticeable with the purchases’ increase of ethical products,
especially in the food industry. However, this trend is also gaining ground in the
apparel industry. The ethical purchase of garments is predicted to rise in the
mainstream society like the growth already experienced by the “green food and
green cosmetics” industries (Cervellon & Wernerfelt, 2012, p.177).
The mass consumption in the apparel industry has a crucial impact on
environment. Bray (2009) stated that “European Union and the Department for
Environment, Food and Rural Affairs have highlighted that clothing are high impact
accounting for 5-10% of the EUs total environmental impact”. The major effects on
the environment are related to the use of pesticides that infects other products
such as food for instance. Chemicals are also used in an extensive way which
might have some repercussions on environment and human health. Furthermore,
a lot of clothes are discarded as soon as people consider them too old or not trendy
anymore. This increases the number of textiles wastes and damages the
environment. The intense usage of machines and natural resources also causes
noise, sound and air pollution (Challa, 2010).
In order to fight against these environmental impacts, there i s a substantial
development of the ethical fashion. According to Joergens, ethical fashion is
defined as “fashionable clothes that incorporate fair trade principles with sweatshop-
free labor conditions while not harming the environment or workers by using
biodegradable and organic cotton” (2006, p.361).
Nevertheless, it seems to be controversial to bind ethical and fashion since fashion
is a fast-moving good. Indeed, the apparel industry is distinguished by “rapid
changes in styles, novelty and mass consumption” (Shaw et al., 2006, p.430).
Therefore, this notion appears to be conflicting to the ethical idea of consumption.
In order to understand the ethical fashion consumption, it is undeniable that a
study of buyers’ attitude and behavior is required. The theories of reasoned action
and planned behavior help to acquire a better knowledge of consumer behavior.
However, a “gap between what consumers say about the importance of ethical
issues and what they do at the checkout counter” has been identified during theConsumer attitude and behaviour in the ethical fashion industry 4
purchase of ethical products (Auger and Devinney, 2007, p.361).
Therefore, this paper aims to analyze the attitude-behavior gap in the fashion
clothing industry with a special focus on the French market. While French
consumers declare that they are enticed to buy products with the label “Made In
France”, a better quality and less impact on environment, the ranking of the top
three companies in France indicates the opposite. I n d e e d , t h e t h r e e f i r m s
Vivarte, KIABI Europe and Hennes & Mauritz (H&M) do represent the rapidly
changes of collections at a reasonable price which points the paradox (Euromonitor
International, 2013).
In order to reach the goal of the paper, a review of the previous literature is done.
First of all, the attention is placed on a brief understanding of the fashion industry
and consumers’ attitudes and behavior when purchasing garments. Then, an
analysis of the so-called theory of reasoned action and theory of planned behavior
is given. Afterwards, an examination of the factors that influence behavior when
buying an ethical cloth is proceeded with the help of the modified theory of
planned behavior. Subsequently, an evaluation of the gap that occurs between the
attitude and behavior is made. Finally, a deep study of the French consumers’
attitude and behavior is made through questionnaire. According to the results, some
conclusions are provided as well as tactics in order to develop the consumption.
2. Problem statement and research question
2.1 Problem statement
As previously mentioned, the attention is given to the French market as the latter lacks
studies in the field. Indeed, the ethical apparel industry is a quite new phenomenon in
France and only a small number of sources are available. Besides, as formerly
discussed, an attitude-behavior gap in the ethical fashion French market is also
identifiable.Consumer attitude and behaviour in the ethical fashion industry 5
2.2 Research question
The following research question was designed:
“What are the main drivers and barriers influencing the attitude-behavior gap in
the ethical fashion in the French market?”
2.3 Hypotheses
In order to answer the research question, the following hypotheses should be verified
thanks to the methodology.
Before going in depth in the attitude-behavior gap, a focus on one element which
influences the intention is required. When analyzing British and German consumers,
Joergens discovered that ethical awareness and concerns do not “significantly affect
their purchase decisions” (2006, p.369). However it seems interesting to find out if this
statement can be validated with the French population. Therefore the following
hypotheses were designed:
H1a: Ethical awareness does not have a significant influence on the intention in
the ethical fashion purchasing process.
H1b: Ethical concerns do not have a significant influence on the intention in the
ethical fashion purchasing process.
Thanks to the theory of planned behavior, one is aware that attitude influences
intention and then behavior (Ajzen & Fishbein, 1980). However according to Shaw,
Shiu, Hassan, Bekin, and Hogg (2007), the “attitude does not directly impact
intention but rather required the motivational stage of desire” when it comes to the
apparel industry (p.34). Niinimäki, (2010) confirmed that desire is a driver to reach
the purchase. Thus, the following hypothesis was created:
H2: The presence of desire has a positive impact on the attitude-behavior gap
in the ethical fashion purchasing process
According to Niinimäki (2010), ethical consumer commitment is a driver that leads to
the purchase of eco-clothes. Gupta and Ogden (2006) added that the level of
consumer involvement is a way to consolidate the attitude-behavior gap. As aConsumer attitude and behaviour in the ethical fashion industry 6
consequence, the following hypothesis was designed:
H3: A h i g h level of consumer involvement has a positive impact on the
attitude-behavior gap in the ethical fashion purchasing process.
As reported by Jägel, Keeling, Reppel, and Gruber (2012), individual values such as
“value for money, image and well-being” are purchasing drivers in the ethical clothing
industry (p.373). Moreover, thanks to the interviews realized by Sudbury and Böltner
(2011) on young urban adults in United Kingdom and Germany, it has been found out
that individuality maintains the attitude-behavior gap. Therefore, the hypothesis is:
H4: Individual values maintain the attitude-behavior gap in the ethical fashion
purchasing process.
According to Hassan, Shaw, Shiu, Walsh, and Parry (2013), uncertainty plays a major
role in the ethical consumption process. The more uncertainty is present the more
difficult the purchase is. Thus, the following hypothesis was conceived:
H5: Uncertainty has a negative impact on the attitude-behavior gap in the
ethical fashion purchasing process.
Many studies mentioned the fact that ethical consumption is influenced by the price
(Chan & W.Y. Wong, 2012; Joergens, 2006). Therefore, the hypothesis is:
H6: Price has a negative influence on the attitude-behavior gap in the
ethical fashion purchasing process.
3. Theoretical background
The theories of reasoned action and planned behavior were adopted in order to analyze
and explain consumer behaviors in ethical contexts. The theory of reasoned action was
designed for behavior under volitional control. It relies on the fact that the behavior
results from the intention. The latter is then influenced, on one side by the attitude and
on the other side, by the subjective norm. The behavioral beliefs and the outcome
evaluation impact the attitude. Regarding the subjective norm, it is determined by the
normative beliefs and the motivation to comply. The theory of planned behavior is an
extension of the theory of reasoned action that is applied for non-volitional behaviors. It
also differs from the theory of reasoned action in the addition of the notion of perceived
behavioral control as a driver of both the intention and the behavior.Consumer attitude and behaviour in the ethical fashion industry 7
4. Review of literature
4.1 Apparel industry
4.1.1 Fashion industry
TOPIC TITLE / SOURCE REFERENCE CONTENT
Fashion A theory on (Ma, Shi, A definition of fashion is provided
definition – fashion Chen, and as well as an analysis of the
Psychologica consumption / Luo, 2012) relationship between innovation,
l motives and Journal of classic and prevalence. It is noticed
behavior in Management & that fashion consumption can be
fashion Strategy segmented into two categories:
consumption social consumption motives and
individual motives. Regarding the
psychological motives, they can be
divided into two groups: rational
motives and perceptual motives.
Besides, the buying process
decision in fashion can be
categorized into three categories:
high, medium and low influence
purchasing. They are all linked to
perceived risks and habits
(cognitive resistance).
Influencing Apparel shopping (Du Preez, A theoretical model with a macro-
variables on behavior – Part 1: 2003) approach of factors impacting the
apparel Towards the apparel shopping behavior is
shopping development of a developed. It includes the market-
behavior conceptual dominated variables (product,
theoretical model promotion, price, place) and the
/ SA Journal of consumer dominated variables
Industrial (demographics, social-cultural
Psychology influences and the psychological
fields).Consumer attitude and behaviour in the ethical fashion industry 8
4.1.2 Theory of reasoned action/planned behavior
TOPIC TITLE / SOURCE REFERENCE CONTENT
Theory of Understanding (Ajzen & The theory of reasoned action
reasoned attitudes and Fishbein, emerges. The latter relies on the
action predicting social 1980) fact that attitude and subjective
behavior norm lead to the intention and then,
behavior.
Theory of From intentions to (Ajzen, 1985) The author improves the theory of
planned actions: A theory reasoned action with the
behavior of planned introduction of the perceived
behavior / Action behavioral control as another
control: From influence variable on the intention.
cognition to This theory is named theory of
behavior planned behavior.
Theory of The theory of (Ajzen, 1991) The theory of planned behavior
planned planned behavior receives further research in order
behavior / Organizational to confirm the utility of the model.
Behavior and
Human Decision
Processes
Influence of Intending to be (Shaw, Shiu, Two other variables are added to
desire and ethical: An Hassan, Bekin, the theory of planned behavior
plan on the examination of and Hogg, when testing in the apparel
variables of consumer choice 2007) industry: the desire and the plan.
the theory of in sweatshop The first one occurs between the
planned avoidance / attitude and the intention and the
behavior Advances in second one has, between the
Consumer intention and the behavior.
ResearchConsumer attitude and behaviour in the ethical fashion industry 9
4.2 Ethical apparel industry
4.2.1 Ethical fashion
TOPIC TITLE / SOURCE REFERENCE CONTENT
Ethical Ethical fashion: (Joergens, First of all, the author provides a
fashion myth or future 2006) definition of ethical fashion. Then
definition – trend? / Journal she evaluates the awareness of
Awareness, of Fashion ethical issues on fashion
behavior, Marketing & consumers (in United Kingdom and
attitudes Management Germany), its resulting behavior
towards and effects on purchase. Finally
ethical she analyses consumer’s attitudes
fashion towards ethical fashion. Price, style
and quality seem to be the main
drivers when buying an ethical
garment.
Ethical Fashion victim: (Shaw, Hogg, The authors study consumers’
consumers’ The impact of fair Wilson, Shui, ethical intentions to avoid
intentions, trade concerns on and Hassan, sweatshop purchases, their actual
behaviors clothing choice / 2006) behaviors and constraints when
and Journal of purchasing an ethical garment.
constraints Strategic
Marketing
Consumers’ Mode et (Chaballier & The results after the diffusion of a
purchasing consummation Ruelle, 2009) survey are discussed. The latter
behavior in responsible: aims to understand consumers’
the French Regards des purchasing behavior in the ethical
market consommateurs / fashion industry in the French
Institut français market. The following points are
de la mode studied: awareness, purchasing
criteria, barriers and expectations.
Analysis of Eco-clothing, (Niinimäki, The ethical purchasing decisions
the ethical consumer identity 2010) process is analyzed. The latter
purchasing and ideology / relies on the construction of selfConsumer attitude and behaviour in the ethical fashion industry 10
process Sustainable and the ongoing change process
Development people are confronted to.
Consumer commitment, wishes,
needs, values, desires, aesthetic
and emotions are drivers to the
reaching point of purchase.
Y Young generation (Hill & Lee, A special focus on Y consumers is
consumers’ Y consumers’ 2012) given with the aim to analyze their
perceptions perceptions of awareness and concerns about
sustainability in sustainability in the fashion
the apparel industry. It results that they lack
industry / Journal knowledge and need to be
of Fashion educated.
Marketing &
Management
Attributes Individual values (Jägel, The relation between attributes and
and values and motivational Keeling, values when purchasing an ethical
relationship complexities in Reppel, and product is analyzed. Five patterns
ethical Gruber, 2012) emerge after conducting a semi-
consumption: A qualitative laddering approach
means-end based on environmental and
approach / altruist ethical concerns, individual
Journal of motives of value for money,
Marketing personal image and well-being.
Management
Eco-fashion The consumption (Chan & W.Y. The eco-fashion consumption
consumption side of Wong, 2012) decision process is affected by
impacted by sustainable three variables: product-related
product- fashion supply- attributes, store-related attributes
related Understanding and premium price. Some tactics
attributes, fashion consumer should be employed in order to
store-related eco-fashion develop a good perception around
attributes consumption these variables.
and premium decision / JournalConsumer attitude and behaviour in the ethical fashion industry 11
price of Fashion
Marketing &
Management
Policies – The influence of (Iwanow, An overview of different policies
Focus on the ethical trading McEachern, (corporate codes of conduct,
Gap policies on and Jeffrey, conventions…) that have been
company consumer apparel 2005) implemented to deal with ethical
purchase issues is described. Then, a
decisions-A focus special attention on the gap
on the gap Inc. / company is given.
International
Journal of Retail
& Distribution
Management
Guarantees Memento de la (Délégation In order to guarantee the reliability
for an ethical mode éthique / interministériell of an ethical product, some
product Sicom 06071, eà guarantees are presented which
Parimage l'innovation, include the involvement of public
à authorities, work of associations,
l'expérimentati manifestations organization and
on sociale et à label creation.
l'économie
sociale, 2006)
Tactics to Avoiding green (Ottman, The authors mention some
increase marketing Stafford, and strategies that could be employed
consumer myopia-Ways to Hartman, to increase ethical products’
value and improve 2006) perception with the green
avoid green consumer appeal marketing. The latter should be
marketing for based on five criteria to raise a
myopia environmentally green consumer value: efficiency
preferable and cost effectiveness; health and
products / safety; performance; symbolism
Environment and status; and convenience. To
avoid green marketing myopia,Consumer attitude and behaviour in the ethical fashion industry 12
three principals should be
employed: consumer value
positioning, calibration of consumer
knowledge and credibility of
products claims.
Information The influence of (Valor, 2007) The author studies the influence of
impact when information about information when buying a
buying a labor abuses on garment. Some differences in
cloth consumer choice cognition, motivation and behavior
of clothes: A are noticed due to the
grounded theory interdependent link between ethical
approach / obligation, conflicting identities and
Journal of personal action to change.
Marketing
Management
Label Labeling fashion (Aspers, 2008) The author proposes a label for
proposal markets / fashion garments to inform
International consumers about the ethical
Journal of aspects of the products.
Consumer
Studies
Consumers’ Effects of social (Hustvedt & Some impacts on attitude are
willingness to responsibility Bernard, 2010) revealed when information on an
pay for a labeling and ethical product are added for
premium brand willingness instance labor information. It is
price for to pay for apparel noticed that consumers are willing
added / International of to pay a higher price when this
information Consumer information is mentioned.
Studies
Knowledge The impact of (Shen, Wang, A research model of consumer
and support ethical fashion on Lo, and Shum purchase behavior on ethical
relationship consumer 2012) fashion is given. It emerges that
purchase concerns, knowledge and beliefs
behavior / Journal about sweatshops and eco-fashionConsumer attitude and behaviour in the ethical fashion industry 13
of Fashion lead to a higher degree of
Marketing & willingness to pay for ethical
Management products. Consumer education,
advertisements with social and
messages and participation of
consumers, designers and retailers
are mentioned as crucial points to
increase ethical fashion purchases.
Important Knowledge (Cervellon & The article proves that the role of
role of online sharing among Wernerfelt, online communities can be
communities green fashion 2012) considered as a useful way that
communities spreads knowledge among
online / Journal of customers.
Fashion
Marketing &
Management
4.2.2 Modified theory of planned behavior
TOPIC TITLE / SOURCE REFERENCE CONTENT
Impact of The contribution (Shaw, Shiu, The authors study the impact of
self-identity of ethical and Clarke, ethical obligation and self-identity
and ethical obligation and 2000) on the theory of planned behavior
obligation on self-identity to the and more precisely on the
intention in theory of planned intention.
the theory of behavior: An
planned exploration of
behavior ethical
consumers /
Journal of
Marketing
Management
Impact of In search of fair (Ozcaglar- An analysis of the two variable,
self-identity trade: Ethical Toulouse, self-identity and ethical obligation,
and ethical consumer Shiu, and is evaluated in the ethical decisionsConsumer attitude and behaviour in the ethical fashion industry 14
obligation on decision making Shaw, 2006) in the French market
intention in in France /
the theory of International
planned Journal of
behavior Consumer
Studies
Influence of What we believe (Fukukawa & The authors report that
social norms is not always Ennew, 2010) questionable behavior in ethical
and what we do: An contexts cannot be explained by
perceived empirical the ethical judgment. Thus, they
unfairness investigation into recommend the addition of social
on intention - ethically norm (instead subjective norm) and
Criticism of questionable perceived unfairness as impacts
ethical behavior in variables on intention to purchase.
judgment consumption /
Journal of
Business Ethics
Introduction An extension of (Celuch & Dill, The theory of reasoned action is
of the ethical the theory of 2011) extended with the addition of the
judgment in reasoned action ethical judgment as an impact
the theory of in ethical decision variable on the intention. This study
reasoned contexts: The role is realized in the ethical decision-
action of normative making process.
influence and
ethical judgment /
Journal of
Education for
Business
Uncertainty: Uncertainty in the (Hassan, Firstly, a definition of the
definition, ethical consumer Shaw, Shiu, uncertainty is developed. Then, the
causes, choice: A Walsh, and causes of the uncertainty and
outcomes conceptual model Parry, 2013) outcomes of the uncertainty are
and solutions / Journal of mentioned. Some solutions are
Consumer finally provided in order to avoidConsumer attitude and behaviour in the ethical fashion industry 15
Behaviors the uncertainty.
4.2.3 Attitude-Intention-Behavior gap
TOPIC TITLE / SOURCE REFERENCE CONTENT
Definition of The attitude- (Gupta & A definition of the gap is given.
a gap - Ways behavior gap in Ogden, 2006) Besides, the level of consumer
to fortify the environmental involvement and the perceived
gap consumerism / consumer effectiveness are
APUBEF provided as ways to consolidate
Proceedings the attitude-behavior gap that
exists in the ethical consumption.
Explanation Why ethical (Carrington, A special focus on the intention-
of the consumers don’t Neville, and behavior gap is made in the ethical
intention- walk their talk: Whitwell, purchase process. Three variables
behavior gap Towards a 2010) take part in this gap: the added
with the role framework for implementation intentions, the
of three other understanding the actual behavioral control and the
variables gap between the situational context. They all play a
ethical purchase crucial role between the intention
intentions and and the behavior that leads to the
actual buying purchase.
behavior of
ethically minded
consumers /
Journal of
Business Ethics
Attitude- Fashion (Sudbury & Young urban adults in United
behavior marketing and the Böltner, 2011) Kingdom and Germany have been
held by the ethical movement interviewed in order to evaluate the
Individualism versus attitude-behavior gap. It appears
individualistic that individuality plays a major role
consumption: in maintaining of this gap.
Analyzing theConsumer attitude and behaviour in the ethical fashion industry 16
attitude behavior
gap / Advances in
Consumer
Research –
European
Conference
Proceedings
Behavior Mind the gap: (Kollmuss & Some theoretical frameworks are
affected by Why do people Agyeman, reviewed in order to analyze the
demographic act 2002) gap. It appears that demographic,
, external environmentally external and internal factors affect
and internal and what are the the behavior. Finally a model pro-
factors barriers to pro- environmental behavior is provided
environmental with the different barriers that
behavior? / obstruct the achievement of a
Environmental concerned behavior.
Education
Research
Measures to Sustainable (Young, The authors provide some criteria
reduce the consumption: Hwang, in order to close the gap between
gap Green consumer McDonald, and attitudes and behavior: consumer
behavior when Oates, 2010) value, purchase experience, time
purchasing for research, knowledge,
products / availability of ethical products and
Sustainable affordable price.
DevelopmentConsumer attitude and behaviour in the ethical fashion industry 17
5. Methodology: Questionnaire
Setting: The questionnaire will be spread online in January 2014.
Participants: The sample of the questionnaire will be composed by French people
between 18 and 30 years. The respondents are chosen first of all because they will
represent the consumer of tomorrow. Young people are also more interested in
fashion and more educated than older ones. They will be selected through online
platforms and personal contacts.
Measurement instruments: Software for online survey: Sphinx.
Data analysis: Qualitative, open questions, and quantitative techniques, m a i n l y
L i k e r t s c a l e q u e s t i o n s , will be employed.
Content: As mentioned in the section 2.1, very few studies have been designed and
allow a deep analysis of the French market patterns. Therefore, it is necessary to
employ different techniques through a questionnaire in order to cover a large
geographical area: France. Thanks to the survey, the behaviors, opinions, motives,
expectations and profile of the sample will be discovered and the hypotheses would be
confirmed or disconfirmed. The sample is estimated through Raosoft, an online sample
size calculator. Taking into account that the age of the respondents should be between
18 and 30 years old, the total sample amounts 10,300,859 people (Institut national de la
statistique et des etudes économiques, 2013). According to Raosoft, with an error
margin of 5%, a confidence level of 95% and a response distribution of 50%, the
approximate number of people to reach is 385.Consumer attitude and behaviour in the ethical fashion industry 18
6. Overview of chapters
Abstract
List of content
List of tables
List of abbreviations
1. Introduction
1.1 Research problem
1.2 Topic importance
1.3 Contributions
1.4 Thesis structure
2. Research question and hypotheses
2.1 Problem statement
2.2 Research question
2.3 Hypotheses
3. Literature review and theoretical background
3.1 Fashion industry
3.1.1 Definition of fashion
3.1.2 Theory of planned action
3.1.3 Theory of planned behavior
3.2 Ethical apparel industry
3.2.1 Ethical fashion definition
3.2.2 Modified theory of reasoned action/plan
3.2.3 Attitude-intention-behavior gap
4. Research methodology
4.1 Method: Questionnaire
4.1.1 Setup
4.1.2 Execution
4.1.3 Results
4.2 Summary of results
4.3 Concerns for validity
5. Conclusion
5.1 Implications for companies
5.2 Limitations of the study
5.3 Suggestions for further researchers
6. Bibliography
7. AppendixConsumer attitude and behaviour in the ethical fashion industry 19
7. Work plan
PERIOD OF TIME PHASE OBJECTIVE
01.10.13 – 11.11.13 Research phase Elaboration and adjustment
of the exposé
12.11.13 – 09.12.13 Theory phase Literature review and
development of the
theoretical section of the
master thesis
10.12.13 – 31.12.13 Methodology phase Development of the survey
10.12.13 – 23.01.14 Intermediate presentation Elaboration of the
presentation and the
intermediate report
01.01.14 – 31.01.14 Analysis phase Focus groups and spread
of the questionnaire
01.02.14 – 28.02.14 Evaluation phase Evaluation of the results
01.03.14 – deadline Finalization phase Finalization of the master
thesis: review, adjustment,
preparation of the final
report and presentationConsumer attitude and behaviour in the ethical fashion industry 20
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