...Consumer Behavior on Sustainable Fashion in Kazakhstan...doc - CONSUMER BEHAVIOR ON SUSTAINABLE FASHION IN KAZAKHSTAN 1 Consumer Behavior on

...Consumer Behavior on Sustainable Fashion in Kazakhstan...doc

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CONSUMER BEHAVIOR ON SUSTAINABLE FASHION IN KAZAKHSTAN 1 Consumer Behavior on Sustainable Fashion in Kazakhstan: Case of Swimwear Label Wave. Name Institution
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CONSUMER BEHAVIOR ON SUSTAINABLE FASHION IN KAZAKHSTAN 2 Abstract
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CONSUMER BEHAVIOR ON SUSTAINABLE FASHION IN KAZAKHSTAN 3 Declaration
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CONSUMER BEHAVIOR ON SUSTAINABLE FASHION IN KAZAKHSTAN 4 Acknowledgements
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CONSUMER BEHAVIOR ON SUSTAINABLE FASHION IN KAZAKHSTAN 5 Table of Contents
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CONSUMER BEHAVIOR ON SUSTAINABLE FASHION IN KAZAKHSTAN 6 List of Tables and Figures
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CONSUMER BEHAVIOR ON SUSTAINABLE FASHION IN KAZAKHSTAN 7 CHAPTER ONE: INTRODUCTION Introduction The purpose of the following research study is to explore and analyze he consumer behavior towards sustainable fashion in Kazakhstan, with a particular focus on the case of swim ware label products branded ‘wave’. In this case, the analysis will focus on establishing the perceptions of the Kazakhstan consumers regarding their consumption of environmentally friendly products. The premise f the research study is built on the fact that the consumers have become aware of the impact of their consumption behaviors on the environment. In this regard, they have decided to protect the environment in their own small way by selecting to purchase and consume products that do not seem to be harmful to the environment (Beard, 2008). In this case, there is a significant shift in the consumption patterns of most consumers following the dawn of having to be environmentally friendly in their quest to consume products and services that satisfy their human wants. In this regard, the following research study evaluates the choices made by Kazakhstan consumers with regard to the newly launched sustainable swimwear brand label ‘Wave’ Background of the Research Study There is a growing rate of global warming in the world, whereby it is perceived that the most significant source of carbon emissions across the world is from industries that produce consumer goods and services. As a result, the higher the demand for consumer goods and services, the higher the rate of environmental pollution and degradation through copious amounts of carbon emissions as well other inappropriate and unethical business practices, mainly focused at maximizing profitability and shareholder’s wealth at the expense of the environment. These cases are very common in the fashion industry whereby the manufacture and production of
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CONSUMER BEHAVIOR ON SUSTAINABLE FASHION IN KAZAKHSTAN 8 various fashion products including hand bags, belts, clothes, shoes and jackets fails to adhere to environmentally friendly practices. A common example of these includes the fashion workhouses in Bangladesh and Thailand, among other third world countries where the leading fashion brands such as Gucci, Amanda, Louis Vuitton and Prada, among many others outsource their production to these low income countries because of low labor costs as well as reduced regulations on environmental protection and conservation.
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