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2.7 Summary It would appear that fast fashion has had a detrimental effect on the role of the self

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2.7 Summary
It would appear that fast fashion has had a detrimental effect on the role of the self and has perhaps lessened consumers’ levels of attachment to items; this will be a point of research within this dissertation as convincing consumers to value their clothing would be the initial stage in adapting disposal behaviours.
Consumer attitudes towards disposal are currently mostly divided between sending items to landfill or to the charity shop, these methods appear to have been chosen mostly out of convenience, (Birtwistle and Moore 2007) therefore the next stage to alter consumer behaviours would be to ensure consumers dispose in a socially responsible way. Research has shown that even when consumers dispose in a sustainable way, …show more content…

4.1 Method One; Interviews
The first research method will be to conduct interviews with four charity shop managers so that primary research can be acquired of the donated items. These interviews will be held in person and set questions will be asked to ensure fluidity in results. The interviews will take place in January and February 2014, each charity shop will be called in advance and a meeting will be arranged, their written agreement to participate will be acquired when the interview takes place. Interviewing the charity shop managers should provide insight into what items are donated, the condition of these items and whether there has been a noticeable difference in donations over the years.
Interviewing charity shop managers is a method used by Birtwistle and Moore (2007) within their research. They used a sample size of four charity shop managers and this dissertation will aim for the same as this should cover some of the main charities in the UK: Oxfam, British Heart Foundation, PDSA and the RSPCA. These charities have been chosen as they have shops across the country and as stock is rotated between stores once every two weeks within a charity, the managers will have a good insight into donations across the UK.
4.2 Method Two; Questionnaire
The qualitative data provided by the charity shops will serve as a backdrop to a consumer survey that will be conducted.

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