An in-depth Analysis of Fashion Merchandise Packaging: Evaluating Environmental Awareness and Challenges among Consumers and Retail Managers in Nairobi City County, Kenya
| dc.contributor.author | Nyaga, Christine Wangari | |
| dc.contributor.author | Isika, Juliet Kaindi | |
| dc.date.accessioned | 2025-10-29T06:13:16Z | |
| dc.date.available | 2025-10-29T06:13:16Z | |
| dc.date.issued | 2024 | |
| dc.description | Research Article | |
| dc.description.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 | |
| dc.identifier.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) | |
| dc.identifier.issn | 2582-2160 | |
| dc.identifier.uri | https://ir-library.ku.ac.ke/handle/123456789/31863 | |
| dc.language.iso | en | |
| dc.publisher | International Journal for Multidisciplinary Research (IJFMR) | |
| dc.title | An in-depth Analysis of Fashion Merchandise Packaging: Evaluating Environmental Awareness and Challenges among Consumers and Retail Managers in Nairobi City County, Kenya | |
| dc.type | Article |