Attachment1 (3)
.pdf
School
Meru University College of Science and Technology (MUCST)**We aren't endorsed by this school
Course
PSY RESEARCH P
Subject
Marketing
Date
Jan 14, 2025
Pages
1
Uploaded by BaronGuineaPigPerson1817
Project Proposal1. What is the behavior you want to address and why?We will focus on reducing the consumption of fast fashion and encouraging sustainable fashion choices. Fast fashion generates millions of tons of waste each year and requires large amounts of water, energy, and raw materials to produce. It contributes to environmental degradation. The fashion industry accounts for about 10% of global carbon emissions. In addition, it often involves unethical labor practices. The fast fashion industry often uses unfair labor in low-income countries, including low wages, poor working conditions, and child labor. 2. Define the population or population segment that you wish to help. Justify your choice of the population or segment.The target demographic of fast fashion and the main contributor demographic are the 18-35-year-olds. This is because they follow fashion trends, are affordable, and have a high repurchase rate. This group is likely to embrace sustainable choices after learning about the environment because young people value social responsibility and are very active on social media, where they can expand awareness campaigns. 3. What are your research objectives?•Understand the psychological and cultural drivers behind fast fashion consumption among young adults •Identify barriers to sustainable fashion choices •Evaluate the effectiveness of current efforts •Develop actionable recommendations 4. How will you use primary research to achieve your objectives? What methods will you use?Primary research: We will start with a survey to understand attitudes towards fast fashion and barriers to adopting sustainable practices. We will also conduct observational research by visiting shopping malls or online stores to observe consumer buying behavior. We will start with secondary research to obtain existing data, followed by designing and conducting primary research, and finally synthesizing the findings to find the best solution.
