Consumer Behaviour Survey
Hello, my name is Ameerah Kazi and I am in my final year at The University Of The Arts London studying Buying & Merchandising.

As part of my final major project, I am investigating consumer behaviours in terms of sustainability within the fashion industry, specifically, I am focusing on supply chains and how they can be improved to reduce the impact the fashion industry has on the world.

I would be extremely grateful if you could fill out my survey based on your own opinions and knowledge. Thank you so much for participating.

*** This survey should take no longer than 8 minutes ***
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1. Did you know the fashion industry is the 4th most polluting sector in the world? *
2. Do you know how much water is used in making one pair of jeans? *
3. Are you aware of the sustainability issues surrounding the fashion industry? *
4. If yes, how were you made aware of this?
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5. Where do you think the most pollution happens within the fashion industry? *
6. What do you believe are the most important environmentally sustainable or ethical practices? (please rank with 1 being least important and 5 being most important) *
1
2
3
4
5
Reducing carbon footprint
Ethical labour polices
Sustainable production
Reusing / recycling
Rental / resale
7. In terms of transparency within supply chains, do you as a consumer think brands should publish the factories products are made from as well as a supplier list of raw materials/fabrics? If yes/no, why? *
8. If you knew where and how a product was made, would you be more inclined to buy it? If yes/no why *
9. What fashion brands do you feel are doing well in terms of sustainability? *
10. What makes you as a consumer have trust in a brand? *
11. Are there any fashion brands you no longer shop at, which brands and why? *
12. What factors influence you into purchasing a sustainable product? *
13. Are you interested in fashion brands that engage in promoting sustainability? If yes/no, why? *
14. Do you believe fashion brands have a responsibility to enforce sustainable practices within their business? If yes/no, why? *
15. Do you think government legislation is needed; would you be happy to pay more for your clothing knowing it is sustainable? *
16. Do you think it is important for brands to have sustainable and ethical certifications? If yes/no, why? *
17. Do u think there should be a standardized ranking system of sustainability requirements for fashion retailers in order for them to clean up their act? if yes/no, why? *
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