Gen Y: Sustainability & Fast Fashion

Gen Y: Sustainability & Fast Fashion: Understanding attitudes and factors influencing consumer behaviour in relation to sustainable fast fashion of Australian Generation Y males and females

Protocol number MKT/04/10/HREC
Chief Investigator
Dr Helen Perkins
Dept of Marketing
07-55528913
[email protected]

Student Investigator
Kathleen Maher
Griffith Business School
Master of Marketing
0424277697
[email protected]

Why is the research being conducted?
This project seeks to ascertain consumer attitudes of Australians towards sustainability and fast fashion with a particular interest in consumers who are considered ‘Generation Y’. The information obtained will form part of my report for 7207 Market Research.

What you will be asked to do
Participants are asked to complete a survey which should take no longer than 10 minutes to complete. There are no risks involved in participating in this survey and you are free to withdraw at any time. All responses will remain anonymous.

The basis by which participants will be selected or screened
For the purposes of this research report, I am seeking respondents who have spent most of their lives in Australia. This can be considered as someone who has resided in Australia a minimum of half their age. In addition, the focus of the research is for respondent who were born between the years of 1981-1994.

The expected benefits of the research
The benefits are primarily accrued as a major contribution to the learning and research development of the student researcher. However, the findings itself could act as a pilot for future research.

Risks to you
There are no risks to you by your participation in this survey and you are free to withdraw at any time.

Your confidentiality
The results of the survey data will only be published in aggregated form in a research report submitted as part of the requirements for the 7207MKT report. No identifying information will be reported or stored by the Chief Investigator or the student researcher. All completed questionnaires will be kept on an cloud service. The account is password protected and only accessible by the account holder (the student investigator in this case).Only de-identified information is kept in either hard or soft copy format. A summary of the overall results can be provided to any participant on completion of the survey prompted by email contact and provision of information about this option and the associated contact details are placed at the end of the survey questionnaire.

Your participation is voluntary
Your participation is voluntary. If potential participants are in some form of dependent or captive relationship (including Griffith University students, or users of a service or members of an organisation which could be perceived to be supportive of the research) your decision will in no way impact upon their relationship with that organisation. You are free to withdraw from the study at any time.

Questions / further information

I have provided my contact details as well as the Chief Investigator, Helen Perkins, should you have any queries about this study.

The ethical conduct of this research
Griffith University conducts research in accordance with the National Statement on Ethical Conduct in Human Research. If potential participants have any concerns or complaints about the ethical conduct of the research project they should contact the Manager, Research Ethics on 3735 5585 or [email protected].

Feedback to you
If you have any questions we would be happy to hear from you. Our contact details are listed above. Also, if you would like to know the result of our research you can request a summary via email. Privacy Statement The conduct of this research involves the collection, access and/or use of your identified personal information. The information collected is confidential and will not be disclosed to third parties without your consent, except to meet government, legal or other regulatory authority requirements. A de-identified copy of this data may be used for other research purposes. However, your anonymity will at all times be safeguarded. For further information consult the University’s Privacy Plan at http://www.griffith.edu.au/privacy-plan or telephone (07) 3735 5585.

By completing the survey you indicate your agreement to participate in this research.

Thank you very much for supporting this research, you may like to print this page for your future reference.

In this survey, I use the terms 'sustainability', 'sustainable' & 'fast fashion' numerous times. Listed below are the meanings behind these terms:

Sustainable:
1. able to be maintained at a certain rate or level. Example: "sustainable economic growth"
- conserving an ecological balance by avoiding depletion of natural resources. "our fundamental commitment to sustainable development"

Fast fashion:
1. a contemporary term used by fashion retailers to express that designs move from catwalk quickly in order to capture current fashion trends.

These trends are designed and manufactured quickly and cheaply to allow the mainstream consumer to take advantage of current clothing styles at a lower price.