Template 5.1 RESEARCH DESIGN PLAN draft for Approval
Template 5.1 RESEARCH DESIGN PLAN draft for Approval
Group Number 7
Project number and theme Research Title Developing Consumer Trust and Brand Reliability through Sustainable Marketing Communications in the Casual Footwear Industry: An Australian Outlook
Research Problem Research Questions
- Difficulties in accessing participants
- Lacking theoretical framework
- Lacking specification on the consumer decision
- Limited scope
- Generalizability of Findings
- Participant Honesty and Social Desirability
- Interpretation of Findings
- Ethical Considerations How does marketing channels such social media, influencer endorsements and online ratings contribute to consumer decision-making for buying sustainable casual footwear?
How does storytelling and transparency in sustainable practices affect consumer trust and brand preference in casual footwear industry?
Note : transfer the information of Research Problem and Research Question from your Flows of Ideas table.
Research Design Decision Reason for the decision
Research type
Inductive or Deductive
Exploratory/Descriptive/Causal
Inductive because the aim of the project is to gain the further insight into the prevailing trend in which consumer perception of brands and the influencers endorsements affect brand decisions in the context of sustainable casual footwear. The main objective is to identify consumers insights and their patterns. The research aims to provide the insights on how consumers behaviour is influenced by the influencers and endorsements in the context of sustainable casual footwear continues to be in its initial stage. There arent many well established hypotheses or models to direct the research. Although, there is considerable study on narrative and brand trust, not much of it has been applied to sustainable practices in the casual footwear sector.
Research Approach
Qualitative/Quantitative/Mixed Methods
Qualitative Rich, in-depth insights into how customers engage with and react to sustainable marketing strategies in the casual footwear sector will be obtained through this qualitative technique. It will enable us to better understand the complexity of customer decision-making and trust, which might be essential for creating effective marketing campaigns.
Type of Data
Primary/Secondary specify which type of data for which BRPs
Secondary Data-
* Media and online resources
* Company websites and corporate communications on the websites
* Industry report and Market research
* Corporate Sustainability Reports
In order to have a better insights into consumer engagement, targeting the market based on consumers patterns & behaviours, accessing effectiveness for storytelling and transparency.
Data Collection Methods
Quantitative Survey/Observation
Qualitative Interview/Focus Group/Observation
Mixed combination of the above
Qualitative Choosing a qualitative approach for your research on sustainable footwear marketing can offer several distinct advantages:
- Depth of Understanding
- Exploring Complex Issues
- Flexibility and Adaptability
- Understanding Storytelling and Transparency
- Building Consumer Profiles
- Innovation and Strategy Development
Sampling Plan, explain the details of the plan as follows :
Sampling Frame
Sampling unit
Sampling Methods (Probability/Non-probability)
Sampling Techniques
Sampling size
- Sampling Frame
* Target Population
* Sources
- Sampling Unit
*Secondary Sampling Unit
- Sampling Methods
* Rationale
* Applicability
- Sampling Techniques
* Purposive Sampling
* Snowball Sampling
* Quota Sampling
- Sampling Size
* Interviews
* Focused group
Data Analysis Plan
Thematic Analysis (Qualitative)
Statistical Analysis (Quantitative) specify type of test and tools
Thematic Analysis- - Understanding Consumer Perceptions
- Analyzing Marketing Strategies
- Uncovering Insights into Brand Trust
- Capturing Consumer Narratives
- Guiding Marketing Recommendations
SECONDARY DATA, DATA LINKS draft for Approval
Group Number 7
Project number and theme Research Title Developing Consumer Trust and Brand Reliability through Sustainable Marketing Communications in the Casual Footwear Industry: An Australian Outlook
Research Problem Research Questions
- Difficulties in accessing participants
- Lacking theoretical framework
- Lacking specification on the consumer decision
- Limited scope
- Generalizability of Findings
- Participant Honesty and Social Desirability
- Interpretation of Findings
- Ethical Considerations How does marketing channels such social media, influencer endorsements and online ratings contribute to consumer decision-making for buying sustainable casual footwear?
How does storytelling and transparency in sustainable practices affect consumer trust and brand preference in casual footwear industry?
Type of Data (tick the one applicable)
Quantitative
Qualitative
SECONDARY DATA DATA LINKS
Research Questions Data Links Relevant peer-reviewed articles with each RQs
How does marketing channels such social media, influencer endorsements and online ratings contribute to consumer decision-making for buying sustainable casual footwear? https://coveteur.com/2019/01/14/sneaker-brands-share-sustainable-practices-goals/https://kangaroosarenotshoes.org/wp-content/uploads/2020/08/CHE_AthleticFootware_08.20.20.pdfhttps://www.ecostyles.com.au/blogs/tag/Sustainable+fashionhttps://www.researchgate.net/publication/356385648_Sustainable_fashion_social_media_influencers_and_content_creation_calibrationhttps://www.linkedin.com/pulse/exploring-nikes-406-billion-marketing-strategy-zero-saeed-mftefhttps://baptistworldaid.org.au/2022/10/25/focus-on-footwear/https://discover.certilogo.com/blogs/insights-blog/sustainability-in-footwear-industry#:~:text=Sustainable%20and%20ethical%20shoe%20brands,to%20using%20only%20renewable%20energy.
https://unece.org/trade/traceability-sustainable-garment-and-footwearhttps://aim2flourish.com/innovations/shoes-meant-to-be-worn-outhttps://www.marketingtrends.com.au/influencer-marketing/https://www.nim.org/fileadmin/PUBLIC/3_NIM_Publikationen/NIM_INSIGHTS_Research_Magazin/2024_2_NIM_INSIGHTS_Research_Highlights_2023_2024.pdfhttps://www.forbes.com/sites/solitairetownsend/2022/12/09/greenfluencers-how-social-media-creators-are-becoming-sustainability-superheroes/https://resources.atisfyreach.com/the-very-beginning-of-influencer-marketing/https://fashiontakesaction.com/articles/the-role-of-influencers-and-social-media-in-sustainable-fashion/https://theaumagazine.com.au/sustainable-shoe-brands-walking-towards/Adwan, A.A. & Altrjman, G., 2024. The role of social media marketing and marketing management in promo/ng and developing brand sustainability strategy. International Journal of Data and Network Science, 8(1), pp.439452.
Aji, P., Nadhila, V. & Sanny, L., 2020. Effect of social media marketing on Instagram towards purchase intention: Evidence from Indonesias ready-to-drink tea industry. International Journal of Data and Network Science, 4(2), pp.91-104.
Choi, TR & Ahn, J 2023, Roles of Brand Benefits and Rela/onship Commitment in Consumers Social Media Behavior around Sustainable Fashion, Behavioral sciences (Basel, Switzerland), vol. 13, no. 5, viewed 8 August 2024, <hEps://research.ebsco.com/linkprocessor/plink?id=c68ee526-ed81-3b01-abbf- 607d2ca571e3>.
Lim, Y., Lee, Y. & Kim, J., 2020. Influencer endorsements and consumer trust in sustainable brands. Journal of Marketing Research, 58(2), pp.123-137.
Smith, P., Johnson, M. & Brown, T., 2022. The impact of online reviews on consumer decision-making in the fashion industry. Fashion Marketing Journal, 16(1), pp.88-102.
Aji, P., Nadhila, V & Sanny, L. (2020). Effect of social media marketing on Instagram towards purchase intention: Evidence from Indonesias ready-to-drink tea industry. International Journal of Data and Network Science, 4(2), 91-104.
How does storytelling and transparency in sustainable practices affect consumer trust and brand preference in casual footwear industry? https://goodonyou.eco/transparency-fashion-industry/https://www.green-socials.com/blog/top-7-sustainable-fashion-brands-how-to-use-social-media-to-stand-out-onlinehttps://www.fashionrevolution.org/transparency/#:~:text=Transparency%20underpins%20sustainability%20%E2%80%93%20without%20transparency,transparent%20than%20other%20big%20brands.
https://www.greenstory.io/blogs/the-power-of-transparency-in-fashion-driving-sustainable-growth-and-strategic-successhttps://www.mckinsey.com/industries/retail/our-insights/survey-consumer-sentiment-on-sustainability-in-fashionhttps://sendabee.com/sustainable-brand-storytelling/https://www.yuma-labs.com/blogs/stories/sustainable-storytelling-navigating-the-complexity-of-circular-fashionhttps://fastercapital.com/content/The-Art-of-Brand-Storytelling-for-Increased-Recognition.htmlhttps://www.mckinsey.com/~/media/mckinsey/industries/retail/our%20insights/state%20of%20fashion/2023/the-state-of-fashion-2023-holding-onto-growth-as-global-clouds-gathers-vf.pdfhttps://www.voguebusiness.com/sustainability/brands-working-to-make-footwear-more-sustainable-rothys-allbirds-everlane-reformation-guccihttps://fastercapital.com/topics/crafting-a-green-brand-identity.html
Lundblad, L. & Davies, I.A., 2016. The values and motivations behind sustainable fashion consumption. Journal of Consumer Behaviour, 15, pp.149162. doi:10.1002/cb.1559.
Hwang, J. & Choi, D., 2021. Sustainability and brand loyalty in the casual footwear sector. Consumer Behaviour Review, 25(2), pp.150-165.
Jones, P. & Comfort, D., 2020. Sustainable practices in the Australian fashion and footwear industries. Australian Journal of Fashion, 14(2), pp.101-115.
Smith, P., Johnson, M. & Brown, T., 2022. The impact of online reviews on consumer decision-making in the fashion industry. Fashion Marketing Journal, 16(1), pp.88-102.
lefttopBMO7006 Applied Business Project
Project Brief Proposal
00BMO7006 Applied Business Project
Project Brief Proposal
centercenter9410095400
13716006464300Submitted By:
(s8109246) -Rojeena Bhetuwal
(s8095754)- Parth Lala (s4683192)- Huma Waheed (s8074940)- Sameer Hossain Shohan
00Submitted By:
(s8109246) -Rojeena Bhetuwal
(s8095754)- Parth Lala (s4683192)- Huma Waheed (s8074940)- Sameer Hossain Shohan
Executive Summary
This research aims to explore sustainability marketing communications to examine at the factors which influence consumer trust and brand reliability in the Australian casual footwear market. The current research is focused on examining how sustainable practices can be effectively conveyed to promote trust and loyalty by analysing the effects of marketing techniques on consumer behaviour, and especially with regard to digital platforms and brand endorsements.
The study aims to investigate the manner in which consumer perceptions of sustainable footwear brands are shaped by storytelling, transparency, and corporate social responsibility. Furthermore, it will highlight important consumer groups and their preferences to guide focused advertising campaigns. In the end, this study will aid in the creation of sound sustainable marketing messages that influence customer confidence and casual footwear sector buying decisions.
The result of this research will help to promote sustainable business practices and offer Industry Stakeholders with insightful information.
Table of Contents TOC o "1-3" h z u
Research Background: PAGEREF _Toc174136158 h 3Research Questions: PAGEREF _Toc174136159 h 4Literature Review: PAGEREF _Toc174136160 h 4Sustainable Promotion in the Casual Footwear Sector PAGEREF _Toc174136161 h 4Does Marketing Communication and Social Media Derive Consumers Decision Making? PAGEREF _Toc174136162 h 4Using Transparency and Storytelling to Gain the Consumers Trust PAGEREF _Toc174136163 h 5Australian Outlook PAGEREF _Toc174136164 h 5References: PAGEREF _Toc174136165 h 6
Research Background:The casual footwear business is seeing a substantial shift as sustainability emerges as a progressively crucial element in customer decision-making. With the increasing worldwide awareness of environmental issues, customers are becoming more mindful of the ecological impact of their purchases, especially in the fashion industry (Choi & Ahn, 2023). Sustainable fashion encompasses both "a social movement and a systematic approach to transform and promote fashion items while also ensuring their environmental integrity". (Nayak & Nguyen, 2020). Social media, influencer endorsements, and online ratings exert significant impact over customer views and purchase choices. Association of national Advertisers emphasises that influencer marketing is designed to effectively communicate a brand message to a larger audience by organising marketing drives around specific individuals who have a momentous influence on potential buyers. This is achieved using social media networks and influential figures (Adwan & Altrjman, 2024) However, there is still a lack of comprehension of the impact of such marketing communications on consumer behaviour and trust specifically in relation to sustainable footwear.
The impact of these channels in influencing customer decisions in the sustainable casual footwear market has not been well investigated especially in Australian market, despite their potential to reinforce signals regarding a brand's sustainability initiatives. Brands such as Allbirds and Veja have effectively utilised social media and influencer marketing to showcase their sustainable practices, resulting in substantial customer interest. Nevertheless, further investigation is required to comprehend the precise influence of these channels on customer decision-making within this specialised market in Australia.
Moreover, the use of narrative and transparency in sustainable practices has become essential in establishing customer trust and brand preference. Granskog et al. (2020) observed that customers have lately started endorsing sustainable fashion labels and making purchasing choices based on the firms' sustainable activities, such as the use of renewable resources, recycling practices, and using ecological wrapping. Patagonia, for instance, is widely recognised for its clear and open disclosure regarding its environmental footprint, which has contributed to its position as a frontrunner in the field of sustainable fashion. Consumers are more likely to associate with a brand that promotes environmental benefits and offer sustainable functionality, mitigation efforts, and superior value compared to other brands (Lundblad & Davies, 2016). Nevertheless, the extent to which transparency and story methods are influential in the casual footwear sector remains incompletely comprehended.
This study seeks to address these deficiencies by investigating the impact of marketing channels on consumer decision-making and the role of brands narrative and transparency in sustainable practices on consumers trust and brand preference in the casual footwear sector and aims to offer practical recommendations for businesses seeking to improve their sustainability marketing strategy.
Research Questions:How does marketing channels such social media, influencer endorsements and online ratings contribute in consumer decision-making for buying sustainable casual footwear?
Based on research, how does storytelling and transparency in sustainable practices affect consumer trust and brand preference in casual footwear industry?
Literature Review:Sustainable Promotion in the Casual Footwear SectorThe increasing prominence of sustainability as a fundamental consumer value has resulted in notable transformations in marketing tactics throughout diverse sectors, including casual footwear. Customers are becoming more conscious of how their purchases affect the environment, especially in the fashion business, according to Choi & Ahn (2023). More than simply a trend tactic, sustainable fashion is an all-encompassing strategy that strikes a balance between consumer demands and environmental integrity (Nayak & Nguyen, 2020). Casual footwear businesses have been compelled by this trend to include sustainability methods into their product lines and advertising campaigns.
Does Marketing Communication and Social Media Derive Consumers Decision Making?Consumer views and decisions are greatly influenced by marketing channels including social media, influencer endorsements, and online ratings. According to Smith et al (2022) social media platforms offer companies the capacity to interact with and reach a broad audience, therefore impacting customer perceptions of sustainable products. Buying decisions are greatly influenced by the recommendations of influencers, in particular, who are seen as reliable information sources. Studies show that customers are more inclined to believe in businesses that influencers who share their beliefs support, especially when it comes to sustainability (Lim et al., 2020).
Similarly, online reviews and ratings also aid in consumer decision-making by confirming the veracity of a brand's sustainability promises and offering social evidence. Positive internet reviews can improve a brand's reputation, while bad comments can fast erode customer trust, claim Smith et al. (2022).
Using Transparency and Storytelling to Gain the Consumers TrustStorytelling is an effective marketing technique, especially when it comes to showcasing a company's dedication to sustainability. Businesses that successfully communicate their message to consumers while emphasising their sustainable practices tend to forge closer bonds with them. According to research by Lundqvist et al. (2013), a brand may become more approachable and reliable by humanising it via narrative.
Another essential component in building consumer trust is transparency. Brands are more likely to gain the trust of consumers when they are transparent about the source, manufacturing, and sustainability of their products. Research indicates that openness about sustainable practices increases brand desirability and fosters trust (Pomering & Dolnicar, 2009). Brands are under increasing pressure from consumers to be transparent, and those that don't run the danger of losing their reputation (Amed et al., 2019).
Australian OutlookConsumers in Australia are increasingly taking sustainability into account, especially in the apparel and footwear industries and the youth is greatly influenced by social engagement platforms. In current era, companies can establish new strategies, such as creating brand profiles, providing online customer service, disseminating product information, and offering special promotions, all in a cost-effective and sustainable manner. (Breitsohl et al., 2015).
According to Jones and Comfort (2020), there is a rising desire in the Australian market for brands that exhibit environmental responsibility. Nonetheless, there is a deficiency of knowledge on the precise ways in which sustainable marketing communications influence consumer behaviour and brand trust in the Australian casual footwear sector.
References:Adwan, A.A. & Altrjman, G., 2024. The role of social media marketing and marketing management in promoting and developing brand sustainability strategy.International Journal of Data and Network Science, 8(1), pp.439452.
Aji, P., Nadhila, V. & Sanny, L., 2020. Effect of social media marketing on Instagram towards purchase intention: Evidence from Indonesias ready-to-drink tea industry.International Journal of Data and Network Science, 4(2), pp.91-104.
Choi, TR & Ahn, J 2023, Roles of Brand Benefits and Relationship Commitment in Consumers Social Media Behavior around Sustainable Fashion, Behavioral sciences (Basel, Switzerland), vol. 13, no. 5, viewed 8 August 2024, <https://research.ebsco.com/linkprocessor/plink?id=c68ee526-ed81-3b01-abbf-607d2ca571e3>.
Lundblad, L. & Davies, I.A., 2016. The values and motivations behind sustainable fashion consumption.Journal of Consumer Behaviour, 15, pp.149162. doi:10.1002/cb.1559.
Nayak, R., Panwar, T. and Nguyen, L.V.T., 2020. Sustainability in fashion and textiles: A survey from developing country. In Pandit, P., Ahmed, S., Singha, K. and Shrivastava, S. (eds.)Recycling from Waste in Fashion and Textiles: A Sustainable & Circular Economic Approach. 1st ed. Beverly, MA: Wiley-Scrivener, pp. 3-30.
Hwang, J. & Choi, D., 2021. Sustainability and brand loyalty in the casual footwear sector.Consumer Behavior Review, 25(2), pp.150-165.
Jones, P. & Comfort, D., 2020. Sustainable practices in the Australian fashion and footwear industries.Australian Journal of Fashion, 14(2), pp.101-115.
Lim, Y., Lee, Y. & Kim, J., 2020. Influencer endorsements and consumer trust in sustainable brands.Journal of Marketing Research, 58(2), pp.123-137.
Smith, P., Johnson, M. & Brown, T., 2022. The impact of online reviews on consumer decision-making in the fashion industry.Fashion Marketing Journal, 16(1), pp.88-102.
Template 2.1 : BGP7730 Flows of Ideas
Group Number: 7
Project Number & Name:
Topic Research Problem Justification for research problem (empirical and theoretical justification) Deficiencies in Evidence Research Questions
Developing Consumer Trust and Brand Reliability through Sustainable Marketing Communications in the Casual Footwear Industry: An Australian Outlook.
Comparing the impact of sustainable marketing strategies on overall consumer behavior and purchase decisions and how brands can respond to emerging sustainability trends
Drivers of consumer brand trust and credibility in sustainable footwear brands Empirical:
Growing importance of sustainable business practices
Strong influence of digital channels & brand endorsements
Changing consumer behaviors
Increased Consumer trust in ratings and reviews
Theoretical:
Consumer decision making models
Corporate social responsibility theory
Integrated Marketing Communications
Behavioral theories
Social influence theories
Demographic variability of existing research on sustainability in footwear
Generalization of Findings
Consumer Segmentation Limitation
Industry specific insights
Data collection methods How does marketing channels such social media, influencer endorsements and online ratings contribute in consumer decision-making for buying sustainable casual footwear?
Based on research, how does storytelling and transparency in sustainable practices affect consumer trust and brand preference in casual footwear industry?
