An Ethical Impact of Communicating Sustainable Fashion through Media Communication - A Case Study on Jakarta’s Fast-Fashion Consumers

• Main Authors: Putri Arif Febrila, 貝竺喧
• Other Authors: Chen, Hua-Chu
• Format: Others
• Language: en_US
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/29362775975915076172

碩士 === 輔仁大學 === 品牌與時尚經營管理碩士學位學程 === 105 === It has been globally discussed and disputed, negative impacts the fashion industry has on the triple bottom line (social, economic, and environmental) that paved new grounds for sustainable solutions and innovations, addressing the way we should produce and consume fashion. In aid of the issue, sustainability is a topic well studied in the realm of fashion communication, given its highly integrated interference to our daily lives in the form of ads, campaigns, to educational materials. Brands and institutions are searching and improving effectiveness in sustainable fashion communication, in hope of accelerating the practice of sustainable fashion consumption. Jakarta is one of the fastest growing city with rising affluent consumers in which sustainable fashion becomes even more necessary to promote social inclusion and environmental awareness, along with economic development in the creative economy sector. The aim of this study is first to investigate how the three media communicate and educate consumers on the negative impact of fast-fashion and the positive impact of sustainable fashion; second, to explore the role of three media communication in engaging consumers in sustainable fashion consumption. A qualitative approach was used for this research by conducting semi-structured interviews on eighteen Jakarta fast-fashion consumers, each after watching one of the three media. A supplementary expert interview was also conducted for clarification. Theoretical data has been collected from peer-reviewed literature, e-journals, as well as governmental and NGO’s reports. This study employed grounded theory methodology for data collection and analysis process. Procedures of going through narratives, sorting, coding, categorizing, and linking are the main part of this methodology. These were summarized into three phase; open coding, axial coding, and selective coding. Additional documentation of the process took place from the beginning of data collection. The results of this research are divided into two parts. Firstly, individual analysis for each media, integrated C-M-O (Context – Mechanism – Outcome) model analysis and sample-based consumer profile interpretation were developed based on the interview findings. Secondly, strategic framework and key factors for better marketing communication design and technique are proposed. Implications of this study to improve current communication and education of sustainable fashion, as well as suggestions for brands, NGO, and policy makers are discussed at the end of the study.