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Research Questions
Research Questions
RQ 1: How does the social media marketing of fast fashion brands impact Gen Z consumers?
RQ1a: Do fast fashion ads on social media influence purchase intention for Gen Z?
RQ1b: Does influencer marketing change how Gen Z shops?
RQ 2: Does awareness of the environmental impact the fashion industry makes on the planet affect Gen Z consumers' buying intention?
RQ 3: Does awareness of greenwashing marketing impact Gen Z consumers' buying intention?
Final Product
Final Product
The final product of this traditional academic research project will be building a website using Google Sites. This website will house all the research and findings in one neat location. On this website, there will be tabs that break down the study into the scientific method: proposal, research, methodology, key findings, and conclusion. The discussion and conclusion will guide marketers in targeting Gen Z in the fashion industry. Tips will be provided to assist the average consumer in becoming more aware of buying intentions and greenwashing.
Method
Method
Tool
Qualtrics’ survey software will be utilized for this research project. The customizable survey format will allow for some flexibility; more specifically, based on participant responses, they could be sent to additional questions or skip over others entirely. The questionnaire will utilize multiple choice, open-ended questions, and 5-point Likert scale questions. This flexible survey will allow researchers to gather everything from people’s shopping habits to their opinions and perceptions of sustainable and fast fashion.
Target Audience
The sample population will consist of people who fall into Generation Z, born after 1996-2010, who are over 18 years old. There will not be any specifications on gender or ethnicity. The survey will be distributed through multiple, personal social media accounts including Facebook, Instagram, and LinkedIn.
To guard against Endicott College students taking the survey, a question was added into Qualtrics that ends the survey as soon as they list they are an Endicott College student. Another way to guard against Endicott students was limiting who can see the Instagram story with the “Close Friends” feature.
To participate in the survey, Generation Z members will need to have been previously exposed to fast fashion ads via social media, but they do not necessarily need to know what greenwashing is or have seen it before. In addition, the messaging will encourage people who have shopped online for clothing to take the survey.
Image from: Canva
Audience & Dissemination
Audience & Dissemination
Image from: CSA
My specific audience for this project is the average clothing consumer and marketers who work in the fashion industry.
I plan to publish this project’s website and proceed to carry over some of the research to my website which houses my portfolio, blog, and new research.
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