Students’ attitudes to social advertising: results of a study

The article presents the results of an empirical study aimed at studying the attitude of students to social advertising.   The object of the empirical study is student youth.   The subject of the study is the students’ attitude to the placement channels and modern technologies for attracting attention to social advertising.   The topic of social advertising was chosen for the study – advertising aimed at helping homeless animals. The study was conducted in spring 2023 using a survey method. The study identified young people’s readiness to be involved in solving social problems; the work showed young people’s attitudes to channels of social advertising; this research determined the attitudes to the emotional component of social advertising and revealed attitude to new ways of attracting attention that are used in contemporary social advertising. The study results indicate that, firstly, most young people are ready to help shelters and foundations that support to homeless animals, however, young people are not ready to make an effort to find the necessary information; secondly, young people do not always notice social advertising, despite the fact that they actively use different media channels; thirdly, according to respondents, the most effective social advertising contains in the verbal or visual series direct encouragement to the target action; fourthly, in order to increase the level of involuntary attention of target groups to social advertising, it is necessary to use new techniques of visual impact on the audience using digital technologies. In conclusion of this article, findings and recommendations are formulated which can be applied in the development of social advertising campaigns

Ecological awarenessof students (case study of attitudes towards the impact of the fashion industry on the environment)

Environmental regulation becomes an indispensable activity for preserving human life. The negative impact of the fashion industry on the environment is growing. The article presents the results of an empirical study conducted by the authors using the survey method in Spring 2023. The aim of the research is to determine the attitudes of contemporary Russian students to the impact of the fashion industry on the environment. The subject of the research are full-time students of Russian universities. The article considers the following issues: the involvement of young people in the consumer behavior of fashion industry products; the orientation of young people on the environmental promises of fashion brands when choosing goods; the consideration of price factors when deciding to buy fashion products; young people’s ideas about environmental and non-environmental fashion brands; awareness of the harmful effects of the fashion industry on the environment; the question of young people’s willingness to change their consumption patterns in order to reduce the negative impact of the fashion industry on the environment; the need to follow social practices related to environmental principles in the context of consumption of fashion industry products in everyday life. The conclusion has been made that it is necessary to develop communication campaigns aimed at the target audience of young people, which will highlight the issues of eco-friendly practices, environmentally friendly behavior, disclose the consequences of the negative impact of the fashion industry on the environment

A study of young people’s attitudes towards the impact of the fashion industry on the environment

This article presents the results of an empirical study aimed at studying young people’s attitudes to the impact of the fashion industry on the environment. The survey is used as a research method. The study was conducted in the spring of 2023. As a result of the study, a high degree of awareness of young people about the negative impact of the fashion industry on the environment was revealed; the attitude of young people to the manifestations of the fashion industry was revealed; the willingness of young people to change their consumer practices in the fashion industry was determined; aspects of the behavior of young people associated with following eco-friendly principles (higher awareness when consuming industry goods fashion; more rare purchases of fashion industry products; rejection of genuine leather and fur in clothing; reduction of consumption of various goods; the purchase of goods in eco-friendly/recyclable packaging; focus on the purchase of eco-friendly products; the delivery of personal belongings for recycling; the use of second-hand goods); the positive attitude of young people to the types of activities that can be carried out by companies in the fashion industry aimed at solving environmental problems has been revealed