Hijau : a mediation between conscious consumption and the contemporary media activism : a thesis presented in partial fulfilment of the requirements for a Master in Design at Massey University, Wellington, New Zealand
Loading...
Date
2019
DOI
Open Access Location
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Massey University
Rights
The Author
Abstract
The research project thus examines psychographic data to design for change to enable
southeast iGen Asians become conscious consumers by using social media frameworks
and techniques. iGens Asian are high consumer of fast fashion with limited knowledge of
conscious consumerism. There is an identified gap in the sustainable fashion movement
to address conscious consumerism. After outlining iGens’ key pain points and needs,
the investigation examines the significant role of social media as a critical shaper in
sharing collective knowledge, personal beliefs, desires, and hopes. It then explores how
micro-narrative design can be employed to prompt a shift in attitudes towards sustainable
fashion. The end goal is to elicit a long-term change starting with small habits. The methodology
used in this one-year post-graduate research study encompassed naturalistic observation,
in-depth semi structure interview and Instagram innovation. The design output in
the form of face- filters provide an accessible platform for iGens in Malaysia to engage with
conscious consumption. Furthermore, the flow of the project has been tested with three key
participants. The study would be extended before the live release of the filters on Instagram.
Description
Figure 7 (p. 11) removed for copyright reasons. Other possible copyrighted Figures remain owing to incomplete or broken links, or image changes.
Keywords
Generation Z, Malaysian students, New Zealand, Attitudes, Fashion merchandising, Consumer behavior, Moral and ethical aspects, Consumer education, Computer-assisted instruction, Mobile apps, Development, Social media, Influence, Instagram (Firm), sustainable fashion, conscious consumption, communication design, behaviour change, micronarrative, Southeast Asia, iGens