According to (1), the socio-demographic variables are becoming less and less important when it comes to Green Marketing Strategy. Therefore, the only way to categorize target audience would be by looking at their behavioral patterns. Using the bad/better questions slide I have created my first version of the survey in a pdf format. I also have filled in a consent template, as for pdf files had to be send over by email/messages, thus could not be anonymous.
After contacting possible interviewees:
- Noticed PDF not user friendly
- The format of consent form + questionnaire notably slowed down the process.
I have discovered someone (presumably from our group) have posted a survey with a meme picture of Will Smith and a QR code on it around CSM building. From completing that survey I have realized how I could do mine better.
Additionally, after comparing the other survey to mine, some of the questions have been changed as well. I noticed, that though I tried to create my survey close to the examples given in the presentation, only after seeing another questionnaire as an example I’ve realized what other ways and potential questions I could have asked as well.
What changed since I discovered the other survey:
- I’ve put it in Google forms for easier completion
- I added a “Please share why you care about third party certification?”,
- I added “Would you like to add anything else?” at the end of the survey in case there was something they would like to specify about anything.
I changed to Google Forms and I got feedback from most people, that it is a much more easy form to use for answering questions.
Demographic, Geographic variables:
- Age, country of residence, occupation
Psychographic Variables
- How often do you shop for new clothes ?
- Why do you buy new clothes ?
- Do you support any of these causes/factors while choosing clothes / clothing shops?
- How much do you care, when you find out that the product/brand is environmentally friendly? Could you share why?
- What clothing shops do you prefer?
- What did you think/feel the last time you saw a product/business with a label like those? (eco-labels/other)
- Do you have any additional things you would like to mention?
A list of findings, ranging in their freshness to see which of the interviewees was more up to date.
- Did you know that: Due to poor-quality materials, most fast-fashion items are created to survive only up to 10 washes, after which it is expected to be thrown out. (Annamma Joy, John F. Sherry, Jr, Alladi Venkatesh, Jeff Wang and Ricky Chan; 2012)
- Did you know that: Due to apparel companies relocating manufacturing of the garments outside of its country of origin, it creates a heavy effect on local economy, job market and global environment due to big transportation milage (Duygu Turker, Ceren Altuntas; 2014)
- Did you know that: Despite the efforts both from the fashion industry and from separate individuals to reduce textile waste, apparel waste continues to increase (Lauren M. Degenstein, Rachel H. McQueen, Lisa S. McNeill, Robert P. Hamlin, Sarah J. Wakes, Linda A. Dunn; 2020)
Behavioral variables:
- How often do you shop for new clothes ?
- While shopping for products, do you check for labels of eco / ethical 3rd party verification or certification (exp. B Corporation)?
- Do you recognize any of these labels? (eco labels)
- Do you recognize any of these labels? (Michelin, Tripadvisor, LGBTQ+ friendly)
References
(1) Testa, F., Iraldo, F., Vaccari, A., and Ferrari, E. (2015), Why Eco-labels can be Effective Marketing Tools: Evidence from a Study on Italian Consumers. Bus. Strat. Env., 24, 252–265. doi: 10.1002/bse.1821. (https://onlinelibrary.wiley.com/doi/epdf/10.1002/bse.1821?saml_referrer)