Table of Contents Research title: “THE RELATIONSHIP AMONG FAST FASHION, COVID19 AND OTHER CONCERNS” 1 1. INTRODUCTION 1 1.1. Research background 1 1.2. Reasoning 1 1.3. Research questions Research objectives 3 a. Overall objective 3 b. Specific goals 3 2. LITERATURE REVIEW 3 2.1. Article 1 brief 3 2.2. Article 2 brief 4 3. METHOD 6 3.1. Research approach 6 3.2. Sampling technique 6 3.3. Questionnaire 6 4. REFERENCES 10
TRƯỜNG ĐẠI HỌC NGÂN HÀNG TP HỒ CHÍ MINH BÀI THI KẾT THÚC HỌC PHẦN Môn thi: PPNCKH – HỆ SONG BẰNG Full name (Họ tên sinh viên): NGUYỄN THỦY HẢI GIANG Student ID (MSSV): 110302200008 Class (Lớp học phần): MES314_211_K2D1 PROJECT DESCRIPTIONS (ĐỀ BÀI/YÊU CẦU) Task despcriptions: Students implement a research proposal in a writen essay, within the instruction below Before submitting your work, rename the file as Studen ID_Fullname_Topic Mô tả yêu cầu: Sinh viên tiến hành viết đề cương nghiên cứu khoa học dạng luận báo cáo, bao gồm mục theo cấu trúc Chú ý đổi tên file theo dạng MSSV_Tên SV_Chủ đề nghiên cứu trước nộp Research title: [Chủ đề nghiên cứu:] Introduction (Introduce your research background, reasoning and research objectives/questions) [Giới thiệu chung bối cảnh nghiên cứu, lý nghiên cứu phát biểu mục tiêu câu hỏi nghiên cứu] Literature review (Select keywords to search the literature on Googl scholar for your research topic Select key articles from the literature to brief.) [Trình bày từ khóa lựa chọn để tìm lược khảo lý thuyết Google scholar cho nghiên cứu Từ đó, lựa chọn nghiên cứu quan trọng để tóm tắt ngắn gọn.] Methods (Propose your research design including research approach – quantitative, qualitatitve or mixed method, sampling technique, and questionnaire, if possible) [Đề xuất thiết kế nghiên cứu, bao gồm định hướng nghiên cứu, kỹ thuật chọn mẫu đề xuất bảng câu hỏi, có thể] Other requirements: Please read the descriptions carefully and fulfill your report at the blank pages after the project descriptions Copy/paste and any plagiarism type are prohibited and will be marked as The project should be presented in the form of an essay without bullets Format guideline: Times New Roman font, size 12, 1.5 line, normal margin (all format has been set as default in the next page, just fill in your report) Quy định khác làm: Gõ trực tiếp làm phần Mọi hình thức chép, đạo văn ghi nhận điểm Nội dung viết dạng luận (khơng gạch đầu dịng) Format tiêu chuẩn: font Times New Roman, 12, cách 1.5 line, normal margin (đã format sẵn theo file này) Giảng viên đề Lê Hồng Long Bộ mơn duyệt Nguyễn Thị Hồng Vinh Table of Contents Research title: “THE RELATIONSHIP AMONG FAST FASHION, COVID-19 AND OTHER CONCERNS” 1 INTRODUCTION 1.1 Research background 1.2 Reasoning 1.3 Research questions/ Research objectives a Overall objective b Specific goals LITERATURE REVIEW 2.1 Article brief 2.2 Article brief METHOD 3.1 Research approach 3.2 Sampling technique 3.3 Questionnaire REFERENCES 10 RESEARCH PROPOSAL This proposal has: 11 pages, 3156 words (using word count in MS Word) Research title: “THE RELATIONSHIP AMONG FAST FASHION, COVID-19 AND OTHER CONCERNS” INTRODUCTION 1.1 Research background The Coronavirus disease, also known as the COVID-19 epidemic, was initially found at the end of December 2019 in Wuhan, central China, with the first epidemic center coming from a group of persons who had pneumonia for unclear reasons Because the virus had so many different strains, it spreads swiftly over the world, urging the World Health Organization (WHO) to proclaim the outbreak a worldwide pandemic According to the most recent statistics, which was updated on December 26, 2021, there are 279,842,338 positive cases in 216 nations throughout the world, with 5,413,326 people dying as a result of the epidemic COVID-19 obviously has a detrimental impact on the majority of global industry, and global nations are affected in every aspect, even fashion is not the exception Based on the McKinsey & Company's 2021 market research unit, which studies emerging trends in every industry and on the most pressing issues facing society, and publishes them in a timely manner, the fashion industry saw a 20% drop in revenue in 2019–20, as earnings before interest, taxes, and amortization (EBITA) margins fell 3.4% points to 6.8% As the epidemic progressed, the performance discrepancies that have become a problem in recent years were more apparent than ever As shown in the latest McKinsey Global Fashion Index (MGFI), a record 69% of firms were value destroyers in 2020, up from 61% in 2019 and just 28% in 2011 Around 7% of firms exited the market totally, either owing to financial difficulties or because they were acquired by competitors (McKinsey & Company, 2021) 1.2 Reasoning Personal precautions, such as the use of face masks, hand washing, and self-quarantine, as well as communal action, including the closure of events, films, sports, and other industries for social distance, and the cancellation of public gatherings or participation in social activities, are all being taken to prevent the spread of the virus and restore the world's economic status These safety precautions also apply to the fashion trading field Although stores were not forced to close like schooling activities, there were rules to restrict people from traveling between places in decent hours, which somehow brought huge losses to the industry When the pandemic got worse, retailers shuttered their storefronts to protect societal health, resulting in the advent of Internet shopping and the digitization of purchasing Meanwhile, individuals working from home, a lack of community activity, and economic uncertainty have resulted in a drop in garment purchases Production has halted, and supply networks have come to a halt At the same time, an increasing number of customers are raising concerns about the industry's environmental effect People are more inclined to use social media as a result of social alienation, leading to the adoption of numerous trends by influencers, who are the most important determinants of the fashion industry in general and fast fashion in particular Fashion is one of the sectors most hit by the COVID-19 epidemic, despite an unprecedented surge of precautions, shutdowns, and lockdowns throughout the world To survive through these devastating tragedies, manufacturers and merchants must totally reconsider and restructure themselves The present investigation effort, which revolves around the core concerns stated above, intends to improve customer perceptions of how fashion firms strategically behave and engage before and after the epidemic in relation to their choice of sustainable materials Although customers spend more time on social media during quarantine, fast fashion, which sparked celebrity-driven youth apparel trends prior to the outbreak, is progressively being replaced by sustainable fashion owing to its affordability and long-term demands After considering the above issues, I found a research paper entitled "Will COVID-19 support the transition to a more sustainable fashion industry?" by the authors Taylor Brydges, Monique Retamal, Mary Hanlon in 2020 and the research paper "Before and after the outbreak of Covid-19: Linking fashion companies' corporate social responsibility approach to consumers' demand for sustainable products" by Elena-Mădălina Vătămănescu, Dan-Cristian Dabija, Patrizia Gazzola, Juan Gabriel Cegarro-Navarro, Tania Buzzi in 2021 are the best fit for my research paper’s criteria I want to convey my heartfelt thanks to my beloved teacher in Methodology Research course at Banking University of Ho Chi Minh city, Mr Le Hoang Long, for constantly assisting me with the completion of this writing paper 1.3 Research questions/ Research objectives a Overall objective: Pointing out the issue of sustainable fashion in the COVID-19 pandemic and comparing it with pre-pandemic context b Specific goals: Outline fashion trends before and after the appearance of the COVID-19 epidemic, thereby highlighting the change in consumer psychology Mention factors related to the restructuring of the fashion industry through the transition from fast fashion to sustainable fashion A comparison between corporate social responsibility (CRS) and COVID-19, which accelerates the repositioning of the fashion industry faster between developing and developed countries LITERATURE REVIEW Keyword selection: COVID-19, fashion, transition, sustainable To begin with, sustainable fashion refers to wearable products that are manufactured, marketed, and used in the most sustainable manner possible, taking into account both environmental and socio-economic aspects In practice, this implies continuous work to improve all stages of the product’s life cycle, from design, raw material production, manufacturing, transport, storage, marketing, and final sale, to use, reuse, repair, remake, and recycling of the product and its components 2.1 Article brief First and foremost, the "Will COVID-19 support the transition to a more sustainable fashion industry?" research investigates if COVID-19 will hasten the transition from fast fashion to sustainable clothes Its strength is that it gets right to the heart of the issue that fashion-conscious consumers care about while also mentioning the factors affecting the industry's workforce; however, the study's only flaw is that the author uses the method of collecting related reports to provide preliminary results What is more? Despite the fact that fast fashion firms have been chastised for their environmental effect since the year 2017, it is only via hashtag movements on social media such as #UNfashion that the sector has gained customer trust and support in 2019 However, the breakout of covid-19 in the first months of 2020 forced the whole fashion sector to shut down The epidemic has had a significant influence on the worldwide fashion production network (Uddin, 2020), with fashion weeks being canceled and retailers closing, causing business and production employees to feel distressed All types of fashion firms have caused billions of dollars in losses (Business of Fashion, 2020) As this industry's worldwide financial crisis worsens, the challenge for manufacturers is to repair and restructure in five stages: Design → Manufacturing → Retail → Consumption → Disposal About design, they did not focus on trendy and high street style anymore but the sustainable one, even luxury brands applied this strategy Manufacturing and retail stages are under attack, putting millions of employees' lives in jeopardy throughout the world As a result, access to money and skill development, particularly for female employees, are required to make this move Martinez and Sharpe (Samantha Sharpe and Cristina Martinez, 2020) However, they believe that this is a chance to restructure the sustainable fashion sector and generate job possibilities for existing and former employees In terms of consumption, consumers are more likely to use shopping sites while socially distancing themselves Then, as a result of the epidemic's effects, their buying priorities have shifted to long-lasting things Besides this, prior to the disease, the minimalist and durable clothing style had been well-known for a long time, thus it is safe to say that they had a significant impact on consumer psychology (Davis, 2021) (Fashion Revolution, 2020) Last but not least, by combining related studies on the same topic, it shows that both before and after the outbreak, retailers and manufacturers alike had a desire to invest in essential products with a long life span Additionally, when COVID struck, individuals preferred to dispose of unwanted stuff, offering opportunities for businesses to acquire and recycle sustainable products Conversely, it is necessary to consider the workforce because they are one of the most affected economic sectors when restructuring the industry So to say, COVID-19 also seemed to be a factor that fastened the transforming process of the fashion industry (Taylor Brydges , Monique Retamal and Mary Hanlon, 2020) 2.2 Article brief To start with, corporate social responsibility (CRS) is a management concept whereby companies integrate social and environmental concerns in their business operations and interactions with their stakeholders (UNIDO, n.d.) The research "Before and after the outbreak of Covid-19: Linking fashion companies' corporate social responsibility approach to consumers' demand for sustainable products" examines if COVID-19 will accelerate the shift from fast-paced to sustainable clothing items by evaluating whether these products are readily available to present customers and whether they will pose problems for the manufacturing workforce (Maria Coronado Robles and Gayatri Bhasin Darke, 2020) Its strength is that it goes straight to the demand for products that fashion-conscious consumers care about, while also highlighting the factors that affect the industry's workforce Its only flaw is that the author uses too many survey methods including the quantitative approach and sustainability-centric strategy, making it difficult to understand for non-specialist readers Nevertheless, when it comes to environmental issues, the fast fashion sector has been chastised for its disregard for the environment and exclusive focus on corporate profits (DanCristian Dabija and Raluca Băbuț, 2019) Companies are treating CRS in a consistent manner by applying business strategy to industry-related challenges, with three key objects: profit - a requirement for business, people - participants in the social economy, and earth People can be consumers or supply chain players as long as they not abuse labor and are concerned about customers Finally, if enterprises harm the environment via their manufacturing and commercial operations, they will face the same repercussions as those who break environmental regulations (Barbara Fischbach and Paulina Księżak, 2017) Later, when the COVID-19 epidemic broke out, fashion trends slowly shifted to sustainable fashion business due to the combination of the change in consumer mindset, the closure of local businesses, and the global economic crisis To make the research clear, they launched the survey to analyze the trends in purchasing sustainable products before and after the COVID-19 outbreak and find out if consumers' trends in purchasing sustainable products are affected by the company’s CRS by emailing to 1000 students, whose majors are CRS, are the most frequent purchasers because their financial support mainly comes from parents and due to their lack of consideration when buying things (Elena-Mădălina Vătămănescu, Dan-Cristian Dabija, Patrizia Gazzola, Juan Gabriel Cegarro-Navarro, Tania Buzzi , 2021) By applying various methods that I mentioned before in the survey, the results show that the tolerance for sustainable fashion products of this group of people before the pandemic is lower than after the epidemic occurs The main cause of the above problem is their financial problems They realize that fast fashion, which helps them keep up with trends as before, does not guarantee the necessary equipment criteria during the epidemic season In addition, thanks to CRS, they are aware of the terrible impact this fast industry has on the environment, so sustainable clothing is what has held them back since the beginning of the pandemic To conclude, not only the COVID-19 but also the firm’s CRS affect the decision of essential fashion of consumers METHOD 3.1 Research approach Selection of research methods: Quantitative research and survey method survey uses data to serve for explanatory research on “The relationship among fast fashion, COVID-19 and other concerns” 3.2 Sampling technique Samplings: Purposive sampling The study is designed as a cross-sectional study, data was collected from two types of participants: students from 18 to 22 years old (because of their fully-developed awareness of consuming behavior) and consumers above 22 in Ho Chi Minh city via social networking sites 3.3 Questionnaire Here is the question list, collected to support the idea of comparison in sustainable fashion consumption before and after the COVID-19 outbreak in developing countries, where the environmental problem is not that viral as the aforementioned researches’ origin (developed countries) The questionnaire is aimed at two groups of subjects, if people click on the “student” group, there will be other questions, and the same for the “working” group However, the questions that differed between the two target groups were mostly on issues related to the environment All the answers are formed under multiple choices with the scale ranging from to 5, meaning the lowest to the highest rate of issue NO TARGETED GROUP Both QUESTIONS How old are you? BEFORE THE COVID-19 PANDEMIC OUTBREAK Both Rate how often you shopped on a scale from to Both Do you agree with the following comments? “I usually shopped for trendy fashion items” Both Do you agree with the following comments? "The clothes I bought were heavily influenced by celebrities" Both Do you agree with the following comments? "I did not care about the durability and usefulness of the fashion products I bought, as long as it was fashionable" Both Do you agree with the following comments? "I often went to fast fashion stores to shop like Zara, H&M rather than ecofriendly stores" Both Do you agree with the following comments? "I used to feel that fashion and the environment had nothing to with each other" Both Do you agree with the following comments? "I heard propagandas about the garment industry polluting the environment" Both Do you agree with the following comments? "I did not get the point of the differences between fast fashion and sustainable fashion" Both Do you agree with the following comments? "I used to feel that sustainable fashions were minimalist and rustic" 10 Both Rate from the scale of to about your love towards fast fashion items before COVID-19 outbreak 11 Both Rate from the scale of to about your love towards durable fashion items before COVID-19 outbreak AFTER THE COVID-19 PANDEMIC OUTBREAK 12 Both Rate how often you shop on a scale from to 13 Both Do you agree with the following comments? “I usually shop for trendy fashion items” 14 Both Do you agree with the following comments? "The clothes I buy are heavily influenced by celebrities" 15 Both Do you agree with the following comments? "I am more likely to care about the durability and usefulness of the fashion products I buy now since the epidemic happened” 16 Both Do you agree with the following comments? "I rarely go to fast fashion stores to shop like Zara, H&M but spending more time in essential clothing stores nowadays" 17 Both Do you agree with the following comments? "I feel that fashion and the environment have the mysterious connection" 18 Both Do you agree with the following comments? "I hear propagandas frequently about the garment industry polluting the environment" 18 Both Do you agree with the following comments? "I now get the point of the differences between fast fashion and sustainable fashion" 19 Both Do you agree with the following comments? "I feel that I am stuck to the sustainable clothes because it has a long life span and does not go out of fashion as quick as trendy items" 20 Both Rate from the scale of to about your love towards fast fashion items after COVID-19 outbreak 21 Both Rate from the scale of to about your love towards durable fashion items after COVID-19 outbreak 22 Both Do you agree with the following statement? “I become more concerned about the relationship between environment and fashion after the pandemic broke out” 23 Both Do you agree with the following statement? “My interest stems from the media talking about it” 24 Both Do you agree with the following statement? “My interest stems from the things that I need to buy rather than what I like” 25 Both Rate on the scale of to of your agreement about the statement: “I feel that the media has changed my buying behavior, not because of myself” FOR STUDENTS ONLY 26 Students Do you agree with the statement below? “I have heard lectures about how the fashion industry is bad for the environment” 27 Students Do you agree with the statement below? “My school propagates very carefully about the influence of the environment on people” 28 Students Do you agree with the statement below? “I pay more attention to the environmental message that the mass media transfer than my school” 29 Students Do you agree with the statement below? “I, myself, think that it gets slower to have vital downside effect to the environment so that I just keep supporting the fast-changing industry” 30 Do you agree with the statement below? “I think people in Students the same age with me in the developed countries are taught about environmental influences and fashion more than me so they have higher awarenesses” After analyzing the findings of this study, we may draw conclusions about the COVID issue and the environment, which has altered customer perceptions, aided the basics industry's growth and allowed us to track how consumer behavior changes before and after the COVID season The research subject makes it simpler to design particular growth routes for fashion enterprises by capturing environmental concerns among client groups with varying ages and geographic locations These related topics are also an opportunity for businesses to take advantage of them to restructure the fashion industry REFERENCES Barbara Fischbach and Paulina Księżak (2017) Triple Bottom Line: The Pillars of CSR Journal of Corporate Responsibility and Leadership doi:10.12775/JCRL.2017.018 Business of Fashion (2020) The State of Fashion 2020: Coronavirus Update Retrieved from Business of Fashion: https://www.businessoffashion.com/articles/intelligence/the-state-of-fashion-2020coronavirus-update-bof-mckinsey-report-release-download Dan-Cristian Dabija and Raluca Băbuț (2019) Enhancing apparel store patronage through retailers’ attributes and sustainability A generational approach Sustainability Retrieved from https://doi.org/10.3390/su11174532 Davis, J (2021, 09 07) 10 simple steps to being more sustainable Retrieved from Harper's Bazaar: https://www.harpersbazaar.com/uk/fashion/what-to-wear/a41158/how-to-besustainable-fashion/ Elena-Mădălina Vătămănescu, Dan-Cristian Dabija, Patrizia Gazzola, Juan Gabriel CegarroNavarro, Tania Buzzi (2021) Before and after the outbreak of Covid-19: Linking fashion companies' corporate social responsibility approach to consumers' demand for sustainable products Journal of Cleaner https://doi.org/10.1016/j.jclepro.2021.128945 10 Production Retrieved from Fashion Revolution (2020) LOVED CLOTHES LAST FANZINE Retrieved from Fashion Revolution: https://www.fashionrevolution.org/resources/fanzine2/ Maria Coronado Robles and Gayatri Bhasin Darke (2020) Rethinking Sustainability: No Purpose, No Gain Retrieved from Doing Business: https://doingbusiness.ro/article/rethinking-sustainability-no-purpose-no-gain-5559 McKinsey & Company (2021, 12 01) State of Fashion 2022: An uneven recovery and new frontiers Retrieved from McKinsey & Company: https://www.mckinsey.com/industries/retail/our-insights/state-of-fashion Samantha Sharpe and Cristina Martinez (2020, 05 21) A Post COVID-19 Green Deal for the Garment Sector in Asia? Retrieved from Institute for Sustainable Futures: https://sdgcop.unescap.org/posts/a-post-covid-19-green-deal-for-the-garment-sector-inasia/comments Taylor Brydges , Monique Retamal and Mary Hanlon (2020) Will COVID-19 support the transition to a more sustainable fashion industry? Sustainability doi:10.1080/15487733.2020.1829848 Uddin, M (2020) Now Is the Time for Fashion to Practice the Sustainability it Preaches Sourcing Journal UNIDO (n.d.) What is CSR? Retrieved 2022, from United Nations Industrial Development Organization: https://www.unido.org/our-focus/advancing-economic- competitiveness/competitive-trade-capacities-and-corporate-responsibility/corporatesocial-responsibility-market-integration/whatcsr#:~:text=Corporate%20Social%20Responsibility%20is%20a,and%20interaction 11 ... ? ?THE RELATIONSHIP AMONG FAST FASHION, COVID- 19 AND OTHER CONCERNS? ?? INTRODUCTION 1.1 Research background The Coronavirus disease, also known as the COVID- 19 epidemic, was initially found at the. .. (đã format sẵn theo file này) Giảng viên đề Lê Hồng Long Bộ mơn duyệt Nguyễn Thị Hồng Vinh Table of Contents Research title: ? ?THE RELATIONSHIP AMONG FAST FASHION, COVID- 19 AND OTHER CONCERNS? ?? ... to serve for explanatory research on ? ?The relationship among fast fashion, COVID- 19 and other concerns? ?? 3.2 Sampling technique Samplings: Purposive sampling The study is designed as a cross-sectional