Adoption Of Eco-Fashion In Kuala Lumpur

Foo, Silvanus Kean Ming (2016) Adoption Of Eco-Fashion In Kuala Lumpur. Project Report. UTeM, Melaka, Malaysia. (Submitted)

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Abstract

Nowadays, there are more and more fashion producers start to concern about the environment aspects. Eco-fashion has been implemented to generate or facilitate any exchanges intended to satisfy the consumer needs and at the same time minimize the negative impact towards environment and also human. However, there were also some challenges when implementing eco-fashion as fashion consumer is more and more demanding on sustainable supply and production process. Thus, this research aims to increase the understanding the factors that will affect consumers’ behaviour buying decision and the focused area is in Kuala Lumpur. There were two main objectives in this research. Firstly, to find out the most influential factor in consumer buying decision towards Eco-Fashion in Kuala Lumpur. Secondly, to identify the relationship of influential factors and consumer buying decision towards Eco-fashion in Kuala Lumpur. The data were collected by using questionnaires and the participated respondents were 250. The researcher was then used descriptive analysis, correlation analysis and multiple regression analysis to analyse the data. The result of the study had concluded that out of the four variables, marketing mix is the most influential factor in consumer buying decision towards Eco-Fashion in Kuala Lumpur. This had answered the objective one, whereas all the variables have positive relationship with consumer buying decision towards Eco-Fashion in Kuala Lumpur which had also answered objective two. The researcher recommended future researcher to focus on other part of the big cities in Malaysia to provide more useful and accurate data for the Eco-Fashion industries.

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