MERCH -

In our research we studied consumer beliefs and knowledge on the issues of apparel disposal and biodegradability to determine if these were marketable apparel characteristics. We used content analysis to build a library of consumer comment data based on the concepts that emerged as most prevalent throughout our literature research. We used both priori and interactive coding, then taking these results to create a survey that targeted the information we still lacked as well as getting more direct consumer feedback in regards to specific topics. We used many likert scale questions to gauge our populations thoughts in feelings in our survey which was shared with snowball distribution. Our biggest takeaway was that young consumers were more likely to be informed on the issues of biodegradability and clothing disposal and would be susceptible to marketing based on these concepts.