An in-depth Analysis of Fashion Merchandise Packaging: Evaluating Environmental Awareness and Challenges among Consumers and Retail Managers in Nairobi City County, Kenya
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Date
2024
Journal Title
Journal ISSN
Volume Title
Publisher
International Journal for Multidisciplinary Research (IJFMR)
Abstract
Packaging plays a crucial role in the protection and carriage of fashion merchandise. Fashion outlets
mainly use packaging made of different materials to boost their sales and attract customers to their stores.
Recently, Government of Kenya has introduced strict regulations on environmental sustainability
regarding packaging. Most companies are trying to cope with the innovations and developments in
packaging by the manufacturers. The study sought to establish the level of environmental awareness and
challenges on packaging by consumers and retail managers regarding fashion merchandise. The study
adopted a mixed-method research design. The target population for the study was all customers and
fashion outlet managers in the 32 shopping malls in Nairobi City County. The study comprised 2 fashion
outlets in each of the 18 selected shopping malls housing more than one fashion outlet of a similar brand.
The researcher purposively sampled 36 fashion retail outlet managers and proportionately randomly
sampled 385 customers visiting fashion outlets in the 18 shopping malls. The total sample size for the
study was 421 respondents. Questionnaires and interview schedules were employed to collect the data.
Descriptive statistics was used to analyse the data with the help of Statistical Package for Social Sciences
Version 26 computer software for Windows. The data was presented in frequency tables. The study also
found that strict government policies and poor-quality packaging form major challenges affecting fashion
merchandise retailers and that there is high cost and little sensitization on new packaging materials. The
findings of the study may help consumers in choosing appropriate packaging that is recyclable, userfriendly and eco-friendly to ensure guaranteed satisfaction. The study therefore recommends that the
government of Kenya should standardize packaging materials that are environmentally friendly and also,
educate consumers on the new packaging materials as well as provide training on waste disposal to ensure
a clean environment
Description
Research Article
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Citation
Nyaga, C. W., & Isika, J. K. (2024). An in-depth analysis of fashion merchandise packaging: Evaluating environmental awareness and challenges among consumers and retail managers in Nairobi City County, Kenya. International Journal for Multidisciplinary Research (IJFMR), 6(4), https://www.ijfmr.com (E-ISSN: 2582-2160)