2026-09-26T01:24:51Zhttps://mro.massey.ac.nz/server/oai/requestoai:mro.massey.ac.nz:10179/150512025-11-11T14:10:30Zcom_10179_294col_10179_296
DSpace at Massey University
author
Shari, Syamim
2019-11-26T03:38:02Z
2019-11-26T03:38:02Z
2019
http://hdl.handle.net/10179/15051
Q112950250
https://www.wikidata.org/wiki/Q112950250
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.
en
The Author
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
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
Thesis
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