Organisations of all sizes and in all sectors of industry are beginning to realise thatthe earths resources are finite and thatthe emphasis on reducing their use, repairing, re-using and recycling are no longer options, but part of business reality. They increasingly ensure thattheir production processes are clean, ethical and sustainable, partly in response to national and international environmental legislation, partly to reduce costs such as end-of production clean-up ,to avoid adverse publicity, or gain customer goodwill and to ensure the long publicity, or gain customer goodwill and to ensure the long term viability of the business. Whilst businesses are leading in the area of sustainability, many consumers are still unaware of the adverse effects of their consumption behaviour. Consumerism- the belief that buying goods and services in ever-increasing amounts is desirable and that these status symbols will create a greater degree of happiness- tends to prevail. Paradoxically, this belief is stoked by the very organisations that themselves focus on reducing the environmental impact or footprint of their own operations. As future managers, you will have to engage with the sustainability agenda whatever your personal beliefs are. Whether you are a climate sceptic or not, world population growth, pollution, finite resources for example of water, climate change and the decreasing availability of land that can be used to accommodate our rubbish impact on us all. This creates challenges, including that of changing consumer perception, attitudes and behaviour. The overall objective of this assessment is a) to discover the likelihood that 18-30 year olds engage in sustainable consumption OF CLOTHING and the factors that impact on the likelihood of personality and attitudes. b) to develop an effective nudge campaign that will change their behaviour and increase their desire to engage in sustainable consumption. Part 1 For this assessment, you need to refer to personality and attitudes theories and to outline how these theories might (or might not) help you to understand the beliefs and the behaviour of your target segment (18-30 year olds) with regards to sustainable consumption behaviour. You also need to outline the extent to which these theories might be useful when designing a communication campaign.
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