Digital consumers' engagement with transparency-related content of sustainable fashion on Instagram : case Pure Waste Textiles
Tran, Song (2021)
2021
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2021121025078
https://urn.fi/URN:NBN:fi:amk-2021121025078
Tiivistelmä
The thesis is exploratory research that aims to identify the driven factors influencing digital consumers' engagement with transparency-related content in sustainable fashion. Pure Waste Textiles Oy, a Helsinki-based sustainable fashion brand, was a case company of the thesis. The objective of this study was to provide the commissioner applicable recommendations on how to improve the brand’s communication of its transparency and sustainability on Instagram.
The primary and secondary data were collected to support this study achieving the thesis objective and delivering comprehensive results. The primary data was collected through an online survey. A mixed research method, which combined both quantitative and qualitative approaches, was applied in the data collection and analysis procedure. The secondary data was the relevant theories about transparency and sustainability in sustainable fashion, sustainable marketing, social media marketing, and sustainable consumers engagement found in previous studies and literature. Those prevalent theoretical concepts acted as a guideline in the research design and implementation. Microsoft Excel software program was used for data analysis and presentation.
Based on the analysis of the collected survey responses, the study indicated that digital consumers were most likely to engage with an Instagram post that focuses on the labor conditions and human rights, environmental impacts, production process, and policy and commitment topics. Instagram posts in the image and video format potentially generated a high engagement rate due to their visual and aesthetical appealing characteristics. Furthermore, the consumers expressed their interest in the posts, which have a compelling and informative caption. The themes that combined Transparency with Fashion and Lifestyle were the most referable engaging content to the digital consumers. The majority of the survey respondents were Millennials and Gen-Z, often the consumer target group of sustainable fashion brands and the largest population of Instagram users.
As a result of this study, the recommendations on the most engaging topics of transparency and the best messing practices to communicate the brand’s transparency and sustainability content were presented to the case company.
The primary and secondary data were collected to support this study achieving the thesis objective and delivering comprehensive results. The primary data was collected through an online survey. A mixed research method, which combined both quantitative and qualitative approaches, was applied in the data collection and analysis procedure. The secondary data was the relevant theories about transparency and sustainability in sustainable fashion, sustainable marketing, social media marketing, and sustainable consumers engagement found in previous studies and literature. Those prevalent theoretical concepts acted as a guideline in the research design and implementation. Microsoft Excel software program was used for data analysis and presentation.
Based on the analysis of the collected survey responses, the study indicated that digital consumers were most likely to engage with an Instagram post that focuses on the labor conditions and human rights, environmental impacts, production process, and policy and commitment topics. Instagram posts in the image and video format potentially generated a high engagement rate due to their visual and aesthetical appealing characteristics. Furthermore, the consumers expressed their interest in the posts, which have a compelling and informative caption. The themes that combined Transparency with Fashion and Lifestyle were the most referable engaging content to the digital consumers. The majority of the survey respondents were Millennials and Gen-Z, often the consumer target group of sustainable fashion brands and the largest population of Instagram users.
As a result of this study, the recommendations on the most engaging topics of transparency and the best messing practices to communicate the brand’s transparency and sustainability content were presented to the case company.