Date of Graduation

8-2023

Document Type

Thesis

Degree Name

Bachelor of Science in Human Environmental Sciences

Degree Level

Undergraduate

Department

Apparel Merchandising and Product Development

Advisor/Mentor

Hubert, Stephanie

Committee Member/Reader

Cheramie, Lance

Committee Member/Second Reader

Kim, Kyuree

Abstract

This thesis aims to investigate the unique subculture of “sneakerheads” and their buying behavior/attitudes, catering carefully to the Northwest Arkansas community and their small community. Sneakerhead culture has gained significant popularity in recent years, with decades of history to back up the phenomenon. Sneaker connoisseurs collect these glamourous, expensive, and rare footwear and are keepsakes of self-expression and identity formation. The study employs an ecological approach to their purchases and seeks to find whether retail and non-retail sneakerheads are conscious of their ecological footprint. The research methodology involves a questionnaire that is catered towards retail or non-retail employees based on your response. The thematic analysis is used to identify recurring themes and patterns of their footwear purchase history, providing a rich comprehension of consumers buying behavior. Statistical testing played a crucial role in this analysis and thesis in order to properly interpret the data.

Keywords

Sustainability; Consumer Behavior; Sneakerhead; Environmental Awareness

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