Abstract

This research will investigate sustainability, predominantly in terms of customer

perceptions on animal welfare. It will determine their feelings and opinions towards

the current methods used for the production of animal materials for the textile,

clothing and footwear (TCF) industry. It will also show how their opinions shape their

fashion purchases, with a focus on leather goods. This information is gathered using

both secondary and primary data from many sources. The primary data has been

collected from the general public/ consumers and the fashion industry.

Primary and secondary data shows a lack of one universal understanding of

sustainability and what Corporate Social Responsibility (CSR) represents. The triple

bottom line concept shows the multiple levels of sustainability, but many people

associate sustainability with purely the environment. CSR and fast-fashion brands

are often seen as negatives when it comes to showing the sustainability of a brand.

Also, there seems to be a general understanding that the responsibility of improving

animal welfare falls on multiple hands. These include the industry, customers and the

government. Investigation into the treatment and process of killing animals for

fashion, shows many forms of mistreatment and unnecessary harm to animals.

Customers rank environmental destruction as a very important issue, but are shown

to have concern and empathy towards animal suffering. This concern has risen

dramatically in recent years, especially amongst younger consumers. A majority of

consumers also admit that they have little knowledge on the subject of animal

welfare, but have an interest in learning and helping. This concern is often not

reflected in their purchasing behaviour, with many not considering animal suffering

when buying leather clothing. Most people show ethical concern and strong negative

feelings toward fur, and justify leather because of its good quality and therefore

durability.

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When it comes to the improvement of animals welfare in the TCF industry it is

evident that many changes need to be made. Customers are demanding trust

through transparency from brands. They also need to gain more knowledge on the

current issues related to the subject, so education is needed, which will no doubt

further increase their concern and opinion. Furthermore the quality, price and

availability of synthetic leather needs development. Overall, it is evident that there

will be a progressive shift towards the reduction of animal based goods in the future.

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Table of Contents
i Abstract
4 1. Introduction
4 1.1 Introduction
5 1.2 Rationale
6 1.3 Aim
6 1.4 Objectives
6 1.5 Stakeholders
7 2. Research Methodology
7 2.1 Qualitative Research
8 2.2 Quantitative Research
8 2.3 Secondary Data
8 2.4 Primary Data
9 2.5 Data Triangulation
9 2.6 Validity
9 2.7 Access
10 2.8 Limitations
11 2.9 Ethics
12 3. Research Results
12 3.1 Objective One
12 3.1.1 Sustainability
13 3.1.2 Corporate Social Responsibility
14 3.1.3 Responsibility
15 3.1.4 Animal Welfare
25 3.2 Objective Two
25 3.2.1 Issues Important to Consumers
26 3.2.2 Consumer Knowledge
28 3.2.3 Consumer Attitudes
30 3.3 Objective Three
30 3.3.1 Consumer Spending
32 3.3.2 Real vs. Synthetic
33 3.3.3 Consumers Trust, Brand Research & Transparency
34 3.3.4 Future Use of Animal Products
35 4. Conclusions
37 5. Recommendations
39 6. Reference List
xliv 7. Appendices
xliv 7.1 Appendix 1. Questions for Survey
xlvii 7.2 Appendix 2. Questions for Focus Groups
xlvii 7.3 Appendix 3. Questions for Industry Interviews
xlviii 7.4 Appendix 4. Results from Surveys
lx 7.5 Appendix 5. Transcript from Focus Groups
lx 7.5 Appendix 5a. Transcript from Focus Group 1
lxiii 7.5 Appendix 5b. Transcript from Focus Group 2
lxx 7.6 Appendix 6. Transcript from Industry Interviews
lxx 7.6 Appendix 6a. Transcript from Industry Interview 1
lxxiv 7.6 Appendix 6b. Transcript from Industry Interview 2
lxxvii 7.7 Appendix 7. Data Analysis Worksheet
lxxxvi 7.8 Appendix 8. Reflection Piece

 Sustainability,

A Corporate and Customer Perspective:

Animal Welfare in the Textile, Clothing and Footwear Industry

1. Introduction

1.1 Introduction

This research proposal will investigate consumer knowledge and attitudes when it

comes to animal welfare in the fashion industry. It will determine their current

opinions when it comes to the production of animal materials, with a focus on leather.

Firstly, sustainability will be defined with an emphasis on business practices and

fashion brands. This stems off into the topics of Corporate Social Responsibly (CSR)

and where responsibility are placed. Looking at the social, ethical and environmental

impact companies can have on their stakeholders. Predominantly secondary data is

used, with customers knowledge and thoughts being used in comparison. From this,

the research will be directed towards the welfare of animals used for clothing. A

focus will be on the production of leather, in varying countries and animal species.

Facts and imagery will be used, to show the behind the scenes workings and

treatment of the animals. A primary investigation will be conducted to find out recent

issues important to consumers. Furthermore, it will look at consumers knowledge

and attitudes towards animal welfare and ethics in the fashion industry. This

information is then compared to how consumer spending is affected. The

investigation will include consumers stance on leather and fur, including real versus

synthetic, and also their thoughts on brand trust and transparency. From this,

predictions and recommendations towards the future of animal products are made,

with an emphasis on leather

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1.2 Rationale

With the concern for sustainability increasing, so has the laws and regulations

regarding the subject. This saying, the attitudes and beliefs a majority of businesses

and customers do not consider the welfare of many animals. The production of

animal materials for fashion causes the death and mistreatment of billions of animals

every year. It raises the question of what is ethical? And what does animal welfare

mean?

A reason for this may be, due to the lack of knowledge that consumers have.

Furthermore, for many, there is dissociation between a product, and what happens

behind the scenes to make that product. Change in consumer knowledge and

therefore opinion has effect the TCF industry in the past. Some industries faced

public ridiculed after their practices were exposed to a mainstream audience. This

caused a decline in sales and therefore production, which directly correlated with the

raise in consumer knowledge, understanding. It questions whether all animal clothing

production may follow the same path "the consideration of fashion's past disputes

regarding the use of animal products brings an interesting frame of reference to the

ever-inflexible debate" (Farley & Hill 2014).

Furthermore, it is clear that there is mistrust between consumers and brands, which

can cause even ethical and sustainable brands to be questioned. This has caused a

want for transparency. In order for the TCF industry to sustain into the future it must

confirm to the increased interest and pressure from the media, consumers, and

governmental organisations" for more ethical products (Henninger et al 2015). When

looking at leather in particular, it is evident that customers are willing to spend a

higher price as long as the quality of eco-product is satisfied (Shen 2014).

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1.3 Aim

To determine consumer attitudes and opinions in relation to fashion production and

ethics and animal welfare with an emphasis on leather.

1.4 Objectives

Objective One:

The nature of sustainability and CSR with an emphasis on animal welfare in relation

to the production of fashion leather products.

Objective Two:

To identify and analyse consumer attitudes and opinions in relation to the ethics of

animal welfare in the production of fashion.

Objective Three:

To evaluate how consumer spending is currently affected when it comes to animal

wellbeing in the TCF industry, with emphasis on leather goods and future predictions

towards this topic.

1.5 Stakeholders

This report will contribute to existing secondary research and provide up-to-date

data. This data will be on consumer knowledge, attitudes and opinions on

sustainability and towards the involvement of animals in the fashion industry. It will

also show how animal welfare affects their spending habits, with an emphasis on

leather materials. It will also provide research on industries stance on these issues.

This data could benefit those currently in the TCF industry and future workers in the

industry. Furthermore, this research could benefit academics interested in the issue,

and potentially the Australian Government in terms of providing possible

recommendations for future policies.

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