Sustainable fashion consumption behaviour of a specific target market in New Zealand

Words : 4500


Task

The objective of this project is to conduct an original exploratory research that provides evidence to determine patterns in media communication and influence that lead to the consumption behaviour of a specific target market in New Zealand.

Topic and restrictions

The topic remains the same as A1 – sustainable fashion consumption behaviour of a specific target market in New Zealand.

Structure your assignment according to the following format:
1. Introductionand background
 Provide an overview of the chosen New Zealand based sustainable fashion brand.
 Explore the background information on this brand using the corporate website and
commercial publications (e.g., business magazines, press, editorial, etc.).
 Present a brief summary to grasp the challenges, issues, and decisions that marketers faced
in understanding the consumption behaviour of sustainable fashion consumers.
 Briefly discuss issues relating to how the current patterns of media communication have
influenced the consumption behavior towards sustainable fashion in New Zealand.
2. Problem statement
 Present a clear problem statement that addresses the key issues and challenges discussed in
the introduction.
 Explain what your exploratory research will examine and how it will address these issues.
 Explain why your research objectives and questions are significant and interesting.
Tips: A good problem statement includes both a statement of the research objective(s) and the research question(s).
3. Literature review
 Discuss the field and its key theories, concepts, and ideas central to the problem statement.
 Discuss the major issues and debates about your topic (and/or problem statement).
 Present your own ideas on the research issue or question and relate them to theory and
past research
 Discuss the past research related to or relevant for the problem statement you are examining.
4. Discussions and recommendation
 Present a brief overview of the literature review outcomes.
 Make inferences to these outcomes of the literature review.
 Present your recommendations based on the inferences drawn.
 Discuss the importance of your recommendations in addressing the challenges and issues
marketers faced in understanding the consumption behaviour of sustainable fashion consumers, which you identified in the introduction.
5. Conclusion
 Conclude yourexploratory research with a sound conclusion.
6. References








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