CHAPTER 1

Problem Definition
Having a ribbon on your outfit to support a cause is a thing of past. Today a brand needs to be more deeply involved with different social causes as well as provide us with fashionable clothes. But what is the primary motivation for a buyer in this scenario? Does he buy such products because he wants to support the social cause behind it or because of the product itself and the brand name it carries? Is it just a onetime buy? Is the consumer completely aware about the social concern the product is working for? Are the Indian customers ready to adopt such brands?

Objectives
1. To understand if there is a direct relationship between the social concern factor and the brand equity of the product. 2. To know the primary motivation of the buyer of such brands. 3. To check the brand loyalty of these consumers for such brands. 4. To check if the consumers are aware of the social concern around which the product is being promoted. 5. To check if the consumers in India are ready to adopt such social brands.

CHAPTER 2

Review of Literature
(Fernandez, 2013) It is not how much we give, but how much love we put into giving, wise words by Mother Teresa. In todays world that is fuelled by money, it is endearing to find people who try to fuel the world with love - and so, it is in this nature that companies have started to verge toward campaigns themed with more selfless giving. In the past few years there have been a trend towards various noble causes: charity events, concerts, and other philanthropic endeavours brought about by various companies in a number of industries. There are also a wide a number of advocacies that include: AIDS, HIV, cancer, global warming, gay rights, and many others, in need of charitable donations. And while the whole idea of fashion-brands-going-the-extra-mile-for-a-better-cause may give us the warm feeling and a restored faith in humanity, there is still that quiet looming reminder that in the world of business, nothing comes free. (Times of India, 2013) Fashion may be used to promote a cause, for example, to promote healthy behaviour, to raise money for a cancer cure, to raise money for local charities, for example a Juvenile Protective Association, (Martin, 2013) or to raise donations for a children's hospitals. (Sultan, 2011) Most people do not take the time to donate to the charities yet a small donation can make a very big difference in another person's life. The most important aspect of donating to charity is the fact that you will be helping out a needy person get basic human necessities improving a life in the process. In todays busy life not many people take out time to make donations and do charity work but everyone has time to buy new clothes and if buying these clothes can help someone in need wouldnt that be worth it? (Singh, 2013) The global appeal and charitable nature of stores like Being Human not only gives a unique shopping experience to the customers, but also gives them satisfaction of doing good. The idea of following a film star always appeals to the masses. (Khan, 2013) All fashion labels are about looking good, Being Human is also about doing good. (Beig, 2013) Wearing Being Human means you look good, do good because you help people by the simple act of slipping on your clothes every day. (Mandhana, 2013) The Being Human line is designed to offer comfort, quality and style while supporting an endeavour of good cause. (Chase, 2009) In a study of how a clothing brand's affiliation with a social cause would affect buyer's spending habits the research team conducted a survey of "Generation Y" college students to find out how their support of an existing line of apparel, 7 For All Mankind, might change should the brand begin campaigning with, say, Breast Cancer Awareness. The study reported that both college men and women would hold such brands to a higher esteem in general, and 89% would likely switch from Brand A to Brand B if Brand B was associated with a socially/environmentally focused cause (assuming price and quality are held constant). Additionally, 72.4% stated they had intentionally purchased a brand name product due to the fact that the brand was affiliated with a cause they agreed with.
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(Markson, 2012) Purpose is being integrated into marketing efforts in more concerted ways and with favourable consumer response. According to Markson, the marketing world is coming to an understanding that purpose must carry as much weight in crafting an effective ad campaign as the traditional "Four P's of Marketing": Price, Placement, Product and Promotion. In the United States, after quality and price, social purpose (at 47 percent) ranks higher as a purchase motivator than brand loyalty (27 percent) and design and innovation (26 percent). In addition, if a brand of similar quality supports a good cause, 75 percent of consumers claim they would buy it and 76 percent claim they would recommend and share positive experiences about such a brand. Sixty-two percent of U.S. consumers say they would also switch brands if a brand of similar quality supported a good cause. Finally, U.S. consumers' willingness to actually promote a brand that supports a good cause jumped 19 percent from 2008 (47 percent) to 2010 (66 percent). (Barkley Cause Survey, 2010) A full 88 percent of American men say it is important for a brand to support a cause. Such a finding points to a new masculine ideal taking hold, an evolution beyond the bad-boy tough guy ideal. American men are comfortable with having a good heart. Maybe they don't want to wear it on their sleeve. But they do want to contribute through their purchases, and in fact a majority demands it, 55 percent of men said they would switch brands from a company that did not support a cause to one that did. (Storm, 2013) Fashion is fun, but sometimes its more than that. Certain brands answer to a higher calling than simply making shoppers look fabulous and consumers seem willing to pay extra for it. According to Nielsens Global Corporate Citizenship Survey, 46 percent of consumers are willing to pay more for products and services from companies that give back to society. (Nielsen, 2012) New findings from a Nielsen survey of more than 28,000 online respondents from 56 countries around the world provide fresh insights to help businesses better understand the right audience for cause marketers, which programs resonate most strongly with this audience, and what marketing methods may be most effective in reaching these consumers. In the study, respondents were asked if they prefer to buy products and services from companies that implement programs that give back to society. Anticipating a positive response bias, respondents were also asked whether they would be willing to pay extra for those services. For the purposes of this study, Nielsen defines the socially conscious consumer as those who say they would be willing to pay the extra. Two thirds (66%) of consumers around the world say they prefer to buy products and services from companies that have implemented programs to give back to society. That preference extends to other matters, too: they prefer to work for these companies (62%), and invest in these companies (59%). A smaller share, but still nearly half (46%) say they are willing to pay extra for products and services from these companies. These are the socially conscious consumers, as defined by and focused upon in this report. Sixty three percent of global, socially-conscious consumers are under age 40, they consult social media when making purchase decisions and are most concerned about environmental,
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educational and hunger causes, according to a new study from Nielsen, a leading global provider of information and insights into what consumers watch and buy.

Few of the brands I came across during my research:

2.1

Sseko Designs

Mission and Impact on Sseko Designs official webpage: Sseko Designs uses fashion to provide employment and scholarship opportunities to women pursuing their dreams and overcoming poverty. To date, they've enabled 33 to continue on to University. They provide employment (along with access to a comprehensive social impact program) to their team of 45 women in Uganda. And they do it all through a financially selfsustaining model. Issue 1: Female students, due to a lack of economic opportunity, are not able to continue on to university and pursue leadership positions in society. Solution 1: Sseko Designs provides employment during the 9 month gap between high school and university where high potential young women are able to earn and save enough money to pay for college tuition. 50% of their salary each month goes into a savings account that is not accessible until tuition is due. This ensures that their income goes towards education. This also protects the women in the program from the social pressure they often feel from their families to give away the money they are earning which can perpetuate the cycle of poverty. At the end of each term, Sseko Designs grants university scholarships that match up to 100% of the savings each woman has made during her 9 month session with Sseko. Issue 2: In a patriarchal and male dominated society, women are not afforded the same employment and economic opportunities as their male counterparts. Although 66% of the world's labour is done by women, they own less than 1% of the world's assets. As long as women are not afforded educational and professional equality, extreme poverty will continue to exist. Solution 2: For every dollar a women in a developing economy earn, she will reinvest 90% of it into her family. Empower a woman and you empower an entire community. In addition to providing employment to women working their way towards university, Sseko partners with women from all walks of life. Sseko employs university graduates who comprise the upper level management team. These are women that use their education, experience and voice to help shape their company. Sseko also works to provide employment for women who have aged out of the education system and have no other form of income generation. They partner with a local non-profit in Uganda that works with young women who have recently come out of the commercial sex industry. Providing stable, dignifying and fair wage employment is a key component to keeping women from entering back into prostitution. They believe that every woman has the capacity to end the cycle of poverty and that it can be done in a way that is fair, dignifying, honouring and life-giving. Issue 3: Although charities and non-profits play a vital and necessary role in all societies, sometimes charity and aid can play a negative role by enabling dependencies and damaging
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the local economies. Like any of us, our African friends need and desire opportunity, dignity, job creation and empowerment. Solution 3: Instead of treating the symptoms, they aim to address the deeper, underlying issues of extreme poverty. Although Sseko Designs has been built for the purpose of impacting a specific social sector, they have chosen very intentionally to use a sustainable, self-sufficient business model to do this. Their hope is to help create industry and fair-trade with the belief that a large component of economic development lies in the business sector. They believe in the power of responsible consumerism. Instead of competing for limited donor dollars, they hope consumers will think about the story behind their "stuff." If they considered the impact that each product they consume has on the lives of those who produced that product and chose to see consumerism as a force and opportunity for positive social change, they believe the world would be filled with beautiful products with even more beautiful stories.

2.2

World Clothes Line

Everyone loves the smell of a clean t-shirt. Or the feeling of a new sweatshirt, soft. Or the look of a brand new outfit, confident and ready to conquer the day. Yet every day, millions of people around the world do not have a clean change of clothes. No options. No choice. World Clothes Line is dedicated to helping them. World Clothes Line will match every item sold with a new item for someone in need. Therefore, when customers purchase merchandise for themselves, they also provide clothing for others. In January 2010, World Clothes Line was born. 2.2.1 Their Vision As given in their name, their vision is to clothe the world. At World Clothes Line, they give clothes to people who need them. Through the generosity of their customers and dedication of their team, they hope to spread their message and continually help others. Their "shoot for the stars" goal is to create an active clothing collection for every country of the world. 2.2.2 Their Clothes Their styles are basic: t-shirts, sweatshirts, pants. Their main concerns are functionality, protection, and comfort. The designs are unique. They find that most people are inspired by the world. Every World Clothes Line collection is designed specifically to reflect its country's people and culture.
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World Clothes Line is a socially conscious brand. All items are manufactured sweatshop-free at fair wages with environmentally-friendly practices.

2.2.3 Why Clothes? Clothing is one of our most basic needs. It ranks among air, food, water, and shelter. Clothing provides protection from the elements, reducing the effects of sun exposure, wind rash, and frostbite. It also provides defence against diseases, many of which are spread through mosquitoes and other insect bites. Proper clothing contributes to cleanliness, comfort, ease of movement and overall health. The simple act of changing and washing clothes can prevent infection, chafing, skin disorders and the spreading of viruses. However, in cases of extreme poverty, clothing is often one of the first needs to be ignored. Statistically, more than one billion people in the world live on less than one dollar a day. Almost 2.7 billion people (that's 40% of our population) survive on less than two dollars per day. In such circumstances, daily necessities like food and water take top priority. Clothing, which can be reworn, therefore is reworn. Day after day. After day... At World Clothes Line, they make clothes their number one priority.

2.3

No One Without

N.O.W: One At A Time No One Without water is their non-stop mission. Every product in a purchase provides clean water to one person for 25 years through a concrete Bio-sand filtration system and their partnership with Thirst Relief International. Studies have proven that these filters effectively remove more than 90% of bacteria and 100% of the parasites found in untreated water. Nearly one billion people lack access to clean water and each year 2.5 million people die from contaminated water, 90% are under 5 years old. The World Health Organization has
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declared a worldwide water crisis among the world's poorest people. Society has conditioned us to be overwhelmed with statistics and the quantity of need in the world. The easy thought process is to say "there's too much and I'm only one person". By taking one step at a time, one day at a time, one person at a time, they're breaking down numbers and they believe in the power of one. No One Without has aligned themselves with the Thirst Relief mission: "To overcome death and disease resulting from the consumption of contaminated water by providing safe, clean water to those in need around the world." 2.3.1 Why Water? The solution to the clean drinking water need is found in the concrete Bio-sand filter. The Bio-sand filter has the ability to produce safe, clean drinking water from both contaminated surface water, and ground water sources.

As a result, the simple yet affective technology provides a long-term, sustainable and economical drinking water solution to those in poverty stricken areas around the world. Thirst Relief International currently has Bio-sand filter placements in Brazil, Cameroon, Kenya, Rwanda, Tanzania, and Uganda. No One Without will follow Thirst Relief International around the globe on the quest for clean water.

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2.4

TOMS

In 2006, American traveller Blake Mycoskie befriended children in a village in Argentina and found they had no shoes to protect their feet. Wanting to help, he created TOMS, a company that would match every pair of shoes purchased with a pair of new shoes given to a child in need. One for One. Realizing this movement could serve other basic needs, TOMS Eyewear was launched. With every pair purchased, TOMS will help give sight to a person in need. One for One. Over the past seven years, they've listened and learned with every pair of new shoes given. With the support of their amazing network of Giving Partners and the continued support of their community, they've reached this major milestone and proven that business can fuel good and sustain giving. They have seen remarkable results with shoe giving. Shoes are helping improve school attendance and enrolment. They're combined with screenings to combat malnutrition. They're given in conjunction with medication to fight hookworm. Further, their model is one that can work beyond shoes. Since they launched TOMS Eyewear, they've helped restore sight to more than 150,000 individuals around the world. And they look forward to finding new ways to help others. They currently make Giving Pairs in Ethiopia, Kenya, Argentina and China. Within two years, they will produce one third of their Giving Shoes in the regions where they give them. By producing more shoes locally they will create and support jobs in places where they are needed. They are testing production in India and are looking to expand manufacturing in Africa and other regions. In Haiti, they are in the early stages of getting production off the ground. They've also partnered with local artists to create a line of hand-painted shoes for their customers - helping create and support jobs in a place where they also give. And they're looking to offer more styles that feature locally produced textiles. Their sight giving empowers communities and supports sustainable eye-care organizations in the developing world. They work with locally based organizations that train residents to provide professional care. So it's an investment in clinics, people and even local jobs.

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2.5

Common Threadz

Common Threadz is a non-profit organization helping orphans & vulnerable children in developing nations to reach their full potential through the empowerment of the children, their caretakers & the local grass roots community organizations that support them. 2.5.1 School Uniforms for Orphans & Vulnerable Children This was the first initiative that Common Threadz created in 2008. For every t-shirt or bracelet that they sell from their Shop to Help Store, they give a school uniform to an orphan or vulnerable child (OVC) so they can go to, or stay in school. Some of the children they care for had been refused schooling for not being able to afford a uniform. Uniforms are a requirement in most schools in Africa and they want to make sure that all these children have the chance to go to school, make friends and learn so that they can reach their full potential. Since the inception of this program, hundreds of uniforms have been handed over to OVCs. Typically a uniform will last a year and so there is an ongoing need for uniforms. As the caregivers they continuously work to identify the OVCs in need and as support for this program grows, they plan to hand over many more uniforms in the future. 2.5.2 Orphan and Vulnerable Children (OVC) Mentor Program They currently operate a mentor program in Obanjeni, South Africa. This program teams responsible and employed adults from the local community with orphans and vulnerable children (OVCs) as role models on a one-to-one basis. Each of their mentors supports many children, meeting with each child for at least one hour per week. The mentors spend time helping with homework, chatting about personal hygiene, advising on healthy lifestyles and most of all, listening to the child. In some cases these mentors have come back to them to report abuse and a child has had to be moved to a place of safety and the police and social workers are called in. The mentors are their ears and eyes in the community. The program has rolled out with many young children and teenagers benefiting greatly. Still in its infancy, this program has been a great success and will be replicated and expanded moving forward. 2.5.3 The Feeding Program Common Threadz provides the funding and nutritional guidance for grassroots non-profit organizations in rural South Africa, such as Siyathuthuka Obanjeni, to provide daily meals to over 200 orphans and vulnerable children (OVCs) that they have identified in the area.
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Proper nutrition is a fundamental need for the children to grow and learn and although the government says that its a childs right not to go hungry, this is far from the reality for many thousands of children in South Africa. This program has grown from its inception last year when caregivers began to cook three meals a week for children after school. Now an employed cook prepares a cooked meal every day for the children to eat after school and in April 2010 they started to provide high protein porridge for the children to eat on their way to school, as the teachers have indicated that it is very difficult for the children to concentrate when they are hungry. Once again this program has much room to expand and reach many more needy OVCs but it would not be possible without the support of their customers. 2.5.4 Shoes for Kids This program complements the School Uniforms Programme by providing new school shoes to barefoot children in need, namely orphans and vulnerable children (OVCs). School uniforms might give these children entrance to school, however many of them walk for up to four hours a day to go to school barefoot. A new pair of school shoes is usually the only new pair of shoes most of these children will ever receive and for most of them it will be the only pair of shoes they will own. All it takes is $10 to provide an OVC with a new pair of shoes so that they can go to school with confidence.

2.6

Threads for Thought

What began as a small business manufacturing and marketing graphic tee shirts that were made exclusively from organic cotton, gave back to charity, and promoted a cleaner environment, or advocated for peace, has grown into a complete lifestyle brand. They have never deviated from their primary mission, to promote a sense of responsibility for those who share this world with us, but rather than simply broadcasting that message on the front of tee shirts, the company has incorporated those principles into their very existence.

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2.6.1 How their threads are sustainable Threads 4 Thought fabrics are made using the most sustainable materials possible such as organically grown cotton and polyester derived from recycled water bottles. Their fabrics are dyed using low impact dyes whenever possible & often the water used in the dye process is purified and then reused rather than being discarded.

2.6.2 Organic Cotton vs. Conventional Cotton Organic cotton is 90% less toxic than conventional cotton. Conventional cotton crops use more than 25% of all the insecticides in the world and 12% of all the pesticides while growing on only 2.5 % of cultivated lands in the world. Organic cotton uses untreated seeds that are never genetically modified while conventional cotton uses genetically modified seeds, hurting the crops & soil over time. Organic Cotton plants stay strong through crop rotation and retain water efficiently due to increased organic matter in the soil. Conventional cotton plants use synthetic fertilizers. Organic Cotton fields use seasonal freezes and water management for defoliation. Conventional cotton does this through the use of toxic chemicals. Weeds are physically removed by hand hoeing and cultivation. Farmers use beneficial insects and trap crops to control pests. Conventional cotton uses a toxic aerial spraying technique.

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2.6.3 Turning Plastic into fashion 1. The plastics are sorted according to colour and SNV plastics. 2. Next, the plastic goes through a sterilization process. Then, it is dried and crushed into chips. Next, liquefaction occurs under high temperatures, as a mixture of the recycled chips and some new plastic from petroleum derivatives are melted together to form a smooth, syrup-like material. 3. The first threads are formed when the liquefied material is forced through holes and exposed to air. The hardened threads, called tow, then go through a strengthening process. 4. The "drawing" process strengthens the molecular bonds of the tow; the tow is pulled to double their size and then shrunken. 5. The threads then go through a dryer where they develop a woolly texture. The texture is inspected for strength and thickness, and then spun into a finer yarn that is then ready to be dyed and knit into fabric.

2.7

147 Million Orphans

Profits from 147 Million Orphans are directed to the 147 Million Orphans Foundation, where they are given to Love+ 1 Projects and feeding programs. The 147 Million Orphans Foundation was created to impact the lives of children through the provision of food, water, and medicine. They invest directly in projects that help provide these basic needs to those who desperately need it, and most of their projects occur in Haiti, Honduras, and Uganda. As with any good foundation you must lay one brick at a time. Whether that is a medical clinic in Haiti, homes in Honduras, Water Wells in Sudan, or a store house full of food for Uganda, they want to show the love of Christ. The rebuilding of the wall in Nehemiah was accomplished by people just doing their part and helping others to do theirs. The Love+ 1 projects are steps in rebuilding, and they would love for us to be a part of the rebuilding. 2.7.1 During 2012 and 2013, the Love+ 1 Projects Included: Provided funding for over 100,000 meals for children in Uganda, Haiti, and Honduras Helped to build clean water wells in Sudan and Honduras
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Provided funding for HIV education and medicine in Uganda and Haiti Provided funding for a vehicle, appliances and kitchen construction for an orphanage in Haiti Funded the construction costs of 27 homes in Mt. Olivos, Honduras for displaced families. These 2 bedroom, concrete homes with running water are allowing families to remain intact and raise their children in a healthy environment. They are building a strong community, including a school and a weekly worship service. Provided over 150 cans of formula to an infant feeding & nutrition program in Haiti Raised $200,000 of the $250,000 needed for construction of the Love+ 1 Medical Centre in Gressier, Haiti where there are currently no medical or dental facilities available to the 35,000 residents. This centre will include a doctors office with a pharmacy, a dental office, an urgent care clinic, and an operating room. This clinic will be located on land adjoining a school that currently serves over 400 children. Raising the final $50,000 and beginning construction of the Love+ 1 Medical Centre in Haiti a 5,000 square foot facility with medical and dental facilities for a community of 35,000 people with no medical care. The medical facility is expected to open in October 2013 with ongoing funding needs for supplies and equipment. Construction of a tilapia pond for the community of Mt. Olivos, Honduras. Completion of the construction of all homes in Mt. Olivos, Honduras. Formula for an infant feeding and nutrition program in Haiti Food and medicine to children in Uganda, Haiti, and Honduras Bedding and supply needs for an orphanage in Uganda Food to children in Tennessee through a weekly backpack program

2.8

I Am A Star

I AM A STAR is built on a solid foundation of trust and collaboration. It is rooted in the Somali diaspora communities' leadership, and it makes room for the solidarity and creativity of motivated people everywhere. Together, they're providing relief in Somalia, and shining a light on a culture of poets, artists, mothers and fathers, children, innovators, farmers, businesspeople. Each one, a star in his or her own right. Perched on the very tip of the Horn of Africa, Somalia has suffered two decades of hardship, violence and displacement. It's estimated that 25% of the country's population have fled their homes, traveling to Kenya and Ethiopia or to other parts of Somalia. Since the summer of 2011, the country has faced a crippling food crisis. Between 50,000 to 100,000 Somalis have died as a result. US Secretary of State, Hillary Rodham Clinton called it "the most severe humanitarian emergency in the world today-and the worst East Africa has seen in decades."
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Thanks to the spirit and efforts of the worldwide Somali Diaspora and other compassionate individuals, organizations and governments, relief is getting to people who need it. Donors have looked past the negative imagery of Somalia in the media and sent their support. That support has saved the lives of mothers and fathers, children, poets, artists, innovators, farmers, businesspeople, human beings. But there is still so much that needs to be done in Somalia. The famine has ended, but 1 in 5 Somali children are still malnourished. 2.5 million people are still dependent on food aid in order to survive. It will take an investment of time and great effort to shake off the legacy of 20 years of war and unrest in Somalia. The country has the world's lowest rates of school enrolment, and experts estimate that 18% of children born in Somalia will not live to age 5. 2.8.1 With Support from: KNAAN 4Real IDEO Pivotal Labs Heroku Music for Relief Mataano Chef Roble & Co. Faarrow Mosaic

2.9

Soles 4 Souls

Soles4Souls is a global not-for-profit institution dedicated to fighting the devastating impact and perpetuation of poverty. The organization advances its anti-poverty mission by collecting new and used shoes and clothes from individuals, schools, faith-based institutions, civic organizations and corporate partners, then distributing those shoes and clothes both via direct donations to people in need and by provisioning qualified micro-enterprise programs designed to create jobs in poor and disadvantaged communities. Based in Nashville, Tennessee, Soles4Souls is committed to the highest standards of operating and governance, and holds a four-star rating with Charity Navigator. Founded in 2004, Soles4Souls is a global not-for-profit institution dedicated to fighting the devastating impact and perpetuation of poverty through the distribution of shoes and clothing. Soles4Souls distributes shoes and clothing in two ways. Most new items collected primarily from corporations and retailers are given directly to people in need, both in the U.S. and overseas. The organization has relationships with several of the worlds leading apparel
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brands, which provides Soles4Souls with new but non-marketable overstocks, returns, discontinued models and other shoes or clothing items. At the same time, Soles4Souls receives millions of articles of used shoes and clothing that have been collected by individuals, schools, faith-based institutions, civic organizations and corporate partners. After sorting items in its national warehouse system, Soles4Souls typically sells the used shoes and clothing, as well as some new items allocated by manufacturers, to carefully selected micro-enterprise organizations. These both private and non-profit companies are contracted to provide shipping, financing, inventory, training and other support to ultra-small businesses in countries like Haiti where there are virtually no jobs to generate personal income. Through the collection and sale of used (and new) clothing and shoes, Soles4Souls helps create self-sustaining jobs that generate desperately needed revenues throughout those communities. The sale of footwear and apparel to support micro-jobs also provides the majority of funding to sustain Soles4Souls operations and further expand its donations of new shoes and clothing.

2.10 FEED
FEED Projects' mission is to create good products that help FEED the world. They do this through the sale of FEED bags, bears, t-shirts, and other accessories by building a set donation into the cost of each product. Thus the impact of each product, signified by a stencilled number, is understandable, tangible, and meaningful. They take great pride in using environmentally-friendly and artisan-made materials, along with fair-labour production, in creating all FEED products. They stand behind their brand and the organizations and humanitarian programs each FEED product supports. Ultimately, they believe that everyone has the right to basic human necessities, such as healthy and nutritious food. FEED is proud to help FEED the world, one bag at a time. 2.10.1 The Challenge
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Hunger and malnutrition can affect every aspect of a person's life. It makes us more susceptible to diseases, it allows for physical deficiencies due to lack of nutrients, and it stunts our mental abilities. And each of these aspects affects a person's ability to thrive and survive, especially for a young child. Hunger is a complex issue, usually compounded by poverty, unemployment, lack of sanitation, food deserts, lack of education and resources, and overcrowding, among many other things. The global food crisis we face is a serious issue and one that needs our attention and help. These issues exist not only abroad, but also in our own backyards. 2.10.2 The Solution Yet, there is hope. By providing a child with nutritious food, we are providing more than just a meal we are investing in a child's future. FEED supports effective interventions that are working to fight hunger and malnutrition around the world. School feeding is one of the most effective solutions to stopping hunger and empowering children to break out of the poverty cycle they were born into. In 62 of the poorest countries around the world, the UN World Food Programme (WFP) offers a nutrient-packed lunch meal to children in school. This food gets kids to attend school, gives them the energy they need to learn, and empowers them to better their lives. When boys and girls are given a free, nutritious meal in school, research has shown that attendance and performance greatly increases. Girls with just a few years of education have fewer children, have them later in life, and are better prepared to care for and educate them. For many children, a school lunch is the only meal they will receive all day, and often take home rations of their school lunch to provide dinner for their families. In addition, strategic interventions such as micronutrient powder, Vitamin A supplements, and Plumpy'Nut are essential in giving children the nutrition they need to develop, grow, and thrive. FEED was founded with the simple mission of creating good products that help FEED the world. So far they have been able to raise enough money through the sale of products to give over 60 million school meals to children around the world, provide 46,000 children with nutrition supplements, and reach over 13,000 children in America with healthier school meals and better nutrition education, with the help of their charity partners below. 2.10.3 The Beneficiaries UN World Food Programme - The WFP is the world's largest humanitarian agency fighting hunger worldwide. WFP's five objectives are to save lives and protect livelihoods in emergencies; prepare for emergencies; restore and rebuild lives after emergencies; reduce chronic hunger and under nutrition everywhere; and strengthen the capacity of countries to reduce hunger. WFP is part of the United Nations system and is voluntarily funded. The United Nations Childrens Fund - UNICEF works in more than 190 countries and territories to save and improve childrens lives, providing health care and immunizations, clean water and sanitation, nutrition, education, emergency relief and more. The U.S. Fund for UNICEF supports UNICEFs work through fundraising, advocacy, and education in the
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United States. Together, they are working toward the day when zero children die from preventable causes and every child has a safe and healthy childhood.

CREATING GOOD PRODUCTS THAT HELP FEED THE WORLD.

2.11 Out of Print

Out of Print celebrates the worlds great stories through fashion. Their products feature iconic and often out of print book covers. Some are classics, some are just curious enough to make great t-shirts, but all are striking works of art. They work closely with artists, authors and publishers to license the content that ends up in their collections. Each product is treated to feel soft and worn like a well-read book. In addition to spreading the joy of reading through their tees and accessories, they acknowledge that many parts of the world dont have access to books at all. They are working to change that. For each product sold, one book is donated to a community in need through their partners, Books for Africa. How we read is changing as we move further into the digital age. Its unclear what the role of the book cover will be in this new era, but they feel its more important than ever to reflect on our own individual experiences with great literary art before its forever changed.

2.12 Billiam Jeans

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2.12.1 Mission They make jeans and give 20% to fight sex trafficking. 2.12.2 Company Overview They are a company made up of trial and error manufacturers. From their patterns to their buttons, everything that is done has been learned from rolling up their sleeves and trying to make sense of the process. It has been great to see their products take the shape that they have over time. Right now they have been in business for around 2 years and are constantly taking risks and bringing people on board to effect as many lives as possible. They want to be a company that makes great products, inspires a ton of people, and has one of the most fun cultures in the business world.

2.13 Warby Parker

2.13.1 A new concept in eyewear Warby Parker was founded with a rebellious spirit and a lofty objective: to create boutiquequality, classically crafted eyewear at a revolutionary price point. A collaboration between four close friends, Warby Parker was conceived as an alternative to the overpriced and bland eyewear available today. Prescription eyewear simply should not cost $300+. The industry is controlled by a few large companies that have kept prices artificially high, reaping huge profits from consumers who have no other options. By circumventing traditional channels and engaging with customers directly through their website, Warby Parker is able to provide higher-quality, better-looking prescription eyewear at a fraction of the price. They meticulously crafted their first collection of 27 limited run styles, plus one monocle, using the finest custom acetates and materials. The Warby Parker aesthetic is vintage-inspired

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with a contemporary twist. Every pair is custom fit with anti-reflective, polycarbonate prescription lenses. Available exclusively through their website and showrooms, their glasses start at $95. 2.13.2 Eyewear with a purpose Almost one billion people worldwide lack access to glasses. This means that 15% of the global population cannot effectively learn or work - a problem that Warby Parker is determined to address. Theyve partnered with non-profits like Vision Spring to ensure that for every pair of glasses sold, a pair is distributed to someone in need. They believe that everyone has the right to see. 2.13.3 WHY DID THEY NAME THEIR COMPANY WARBY PARKER? Theyve always been inspired by the master wordsmith and pop culture icon, Mr Jack Kerouac. Two of his earliest characters, recently uncovered in his personal journals, bore the names Zagg Parker and Warby Pepper. They took the best from each and made it their name. KEROUAC INSPIRED A GENERATION TO TAKE A ROAD LESS TRAVELED AND TO SEE THE WORLD THROUGH A DIFFERENT LENS.

2.14 Product Red

(RED) was founded in 2006 by Bono and Bobby Shriver to get businesses and people involved in the fight against AIDS. In just over 30 years, AIDS - which is preventable and treatable - has killed more than 36 million people. Today, of the 35 million people in the world living with HIV, 9.7 million have access to life-saving treatment that costs about 40 cents a day. While this is progress as only 400,000 had access to the drugs in 2003, weve still got a lot of work to do to get the medicine to all those who need it. (RED) was created to help provide a sustainable flow of money from the private sector to fight AIDS. Theyve raised over $244 million to date through the sale of (RED) products from iconic companies - like Apple and Starbucks and from (RED) events. And 100% of that money goes to work on the ground.
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Because of the progress made in the fight against AIDS, the world is now on the cusp of an incredible possibility the virtual elimination of HIV transmission from moms to their babies by 2015. Every day 700 babies are born with HIV. Yet with access to antiretroviral treatment, we can prevent the transmission of the virus from moms to babies. Without it, 50% of babies will die before their second birthday. Only urgency and action will help us achieve the 2015 goal. If we act now, an AIDS FREE GENERATION can become a reality. The question is not Can we do it?... Its Will we do it?

2.14.1 RED PRODUCTS Gap sells a line of merchandise including T-shirts, jackets, scarves, gloves, jewelry, bags and purses. Gap donates 50% of all Product Red profits directly to the Global Fund. Converse is selling a shoe made from African mud cloth. Giorgio Armani has announced a line of Emporio Armani products that include clothes, jewellery, perfume, and accessories. Nike has released a special line of red shoelaces, with the profit going to the charity. Their motto is "Lace up, save lives."

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Nike RED laces Didier Drogba is the face for the promotion of the laces.

The concept of performance-based funding is central to the organization and only those grant recipients who can demonstrate measurable and effective results from the monies received will be able to receive additional financing. 100% of the funds generated by Red partners and events goes to Global Fund programs that provide medical care and support services for people affected by HIV/AIDS in Africa. No overhead is taken by either Red or the Global Fund. Red is the largest private sector donor to the Global Fund, and has generated over $150 million for HIV/AIDS programs in Africa.

2.15 Baby Teresa

Baby Teresa sells a line of gorgeous 100% organic cotton baby clothing and accessories. For each baby outfit they sell they also donate another to a child in need. For each accessory item they sell, a portion of the sales go to purchasing formula for babies in need (typically in orphanages). So far theyve made donations in over 20 countries from Peru to Indonesia, Australia to France and Uganda to Egypt to name a few. Their baby clothes and accessories are soft, cuddly, fair trade and make a superb baby shower gift. Baby Teresa was created by Sammie Appleyard and Kirsty Dunphey. When Baby Teresa started in 2009, neither Sammie nor Kirsty had children. Fast forward 2 years and they have three between them. Kirsty & Sammie love being involved in a business venture that also allows them to give back.
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Baby Teresa donates, one for one, for each all in one baby outfit purchased, another to a baby in need somewhere in the world.

Donation in Uganda

2.16 TanQ
Kindness is contagious. This is what they have stated in their webpage. The start of tanQ, to bring people together and closer than they have ever been. They hope this humble act will travel like a wave, washing over thousands of people, nudging them toward happiness and charity, like a ripple effect of kindness. Each month, TanQ partner up with a non-profit organization and designs a unique tee to reflect the mission of the organization. They then sell those tees and donate 100% of the net profits. Thus far, they have worked with the likes of Oregon Food Bank, Candlelighters For Children With Cancer, Guide Dogs for the Blind, and American Red Cross, just name a few. Not only do we get a cool looking tee, we're showing everyone the things that are important to us. All tees are limited.

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So help him, her, them, those kids, you, me, us! Buy a tanQ tee, wear it around and be a positive change for good! Tell the world you contributed to an amazing cause that's important to you.

2.17 Jedidiah Clothing

2.17.1 What Jedidiah is a humanitarian based fashion brand and their mission is to use apparel sales as a vehicle to provide care, support and financial resources to those in need. The name Jedidiah has Biblical roots, the name can be found in 2 Samuel 12:25 and means Loved by God or Friend of God. They exist to show the love of God in the way they support their non-profit partners and care for those less fortunate. Finding beauty in the midst of a broken world has and always will be something they value greatly at Jedidiah. 2.17.2 Who They are a group of passionate professionals with decades of experience in design, merchandising, manufacturing, licensing, marketing and distribution. Since 2004, Jedidiah has refined its business model of using apparel sales as a catalyst to give back to humanitarian causes they care about in an effort to create new revenue streams for some of the worlds most impactful non-profits. Not For Sale When you purchase Jedidiah apparel in 2013, you are supporting Not For Sale in their quest to fight modern day-slavery around the world. By buying any of our spring 2013 product, you are helping to fight exploitation in vulnerable communities and provide survivors of human trafficking with critical resources for rehabilitation. World Bicycle Relief Proceeds from the Fall and Winter 2012 Jedidiah collections were used to provide 72 specially designed, locally assembled World Bicycle Relief bikes to students, healthcare workers and entrepreneurs in rural Africa. Nika Water Through the power of commerce, Jedidiah was able to raise and donate $23,659 to help with Nika Waters efforts. The Jedidiah/Nika funds will be put towards a three-village project in Ethiopia, through the Joint Distribution Committee (JDC).

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World Vision A humanitarian organization dedicated to working with children, families and their communities worldwide to reach their full potential by tackling the causes of poverty and injustice. World Vision is present where human needs are greatest and where hearts can be moved to help the poor. In 2011, our efforts raised $32,446 for their child advocacy programs which included building a child recovery centre in Cambodia to rescue children from the brutal sex trade industry. Standup For Kids An amazing organization that helps homeless and at-risk youth all over the United States. With operations in over 20 major cities, and almost completely run by volunteers, Jedidiah partnered with SUFK in early 2011. Through our efforts, $20,252 was raised to aid in the construction of a New York City drop in centre, and keep general operations in place at Stand Up For Kids HQ in Atlanta, GA. Heal The Heartland In the spring of 2011 a massive string of deadly tornadoes cut a path across the USA from Texas to Virginia to Georgia. Hundreds died, and thousands lost their homes, and in extreme cases, entire towns were lost. The Mississippi river spilled out across huge swaths of farmland in the American South and Midwest in the summer of 2011, creating massive flooding from Minnesota to Louisiana. Amor An organization that provides safe and secure housing to those living in extreme poverty. They have built over 16,000 homes for families caught in the vicious cycle of poverty through no fault of their own. Together we raised $24,218, which provided funds for a food pantry in one of their Tijuana neighbourhoods. We were also able to personally assist in the building of two houses with their staff on a mission trip in mid-2010. Japan Disaster Relief On March 11, 2011, Japan was struck by a 9.0-magnitude earthquake, which triggered a tsunami with waves as high as 97 feet. Jedidiah, in coordination with World Vision, created a line of Help Heal Japan shirts, which quickly resonated with retail stores, shoppers, and other organizations. In a few short weeks, we were able to raise $40,000 to help with immediate needs, including medical, educational, and infrastructure. That money is still at work today helping to rebuild and put measures in place to make the area safer than ever before. 2.17.3 How A percentage of revenue from all Jedidiah Clothing sales goes to support their individual charity partners. Their goal is to empower a consumer with a choice to make purchases that have a positive social impact. 2.17.4 Why We believe we live in the most generous and compassionate country the world has ever seen. We continue to be inspired by the heart behind people and organizations that toil every day to make the lives of marginalized people better. We also believe that faith based organizations have carried the burden alone for far too long. We believe that business and capitalism can make a major difference in how non-profits can be funded today and in the future. Jedidiah wants to be part of this new economic culture of social good and consumer driven philanthropy. We ask that you join us in this ever growing movement.

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2.18 Being Human

A clothing line with a heart. 2.18.1 About Being Human Clothing In a unique global licensing arrangement with Being Human The Salman Khan Foundation, Mandhana Industries has brought out a clothing line with a heart where royalties from the clothing line support education and healthcare initiatives of the Foundation. With an exclusive worldwide licence to design, manufacture, retail and distribute Being Human clothing, Mandhana Industries offers to its customers, a world-class fashionable product coupled with the satisfaction of doing good.
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The Being Human clothing collection was first launched in Europe in 2012 followed by the Middle East and India. Mandhana Industries has envisioned Being Human Clothing as a global brand that encompasses within the best of Global Fashion, quality and the satisfaction of getting attached to and contributing to humanity. Today Being Human products are manufactured around the world, in different countries with varying social cultures and economies. Their suppliers are contractually committed to promote good practices and implement the code of labour. Proceeds from the Being Human merchandise go towards spreading education and healthcare for the underprivileged. 2.18.2 Partners for the cause Marrow Donors Registry India (MDRI) To create awareness and generate donors in order to create robust registry in India. FORTIS In order to provide free treatment to children with congenital heart defects. ASEEMA Funding the secondary section of their school located in Santacruz (West) in Mumbai. AKSHARA Supports 18 underprivileged children studying at the I.C.S.E Mumbai based Akshara School. Conducts free eye camps in Patiala, Wai, Nanded, Waje, Satara and Mumbai.

Few things are more engaging than our personal passions. A brand that can identify with what we care about most allows us to vote with our wallets and do more than make a purchase. Studies have shown that people are looking to be engaged at the level of combining cause with purchases, and there are companies who give the consumer the opportunity to support causes by taking an action as simple as buying an article of clothing. Support any or all of these fine companies and feel as good about the clothes you wear as you feel good in them.

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CHAPTER 3

3.1

Research Methodology

A methodology is a systematic or orderly way of approach towards analysis information technology that includes the methods, procedures and techniques used to collect and analyse information. It is a strategy and approach to achieve some goal presented at frame work in which related processes are grouped. This study aims at analysing consumer reaction towards fashion brands with a cause through a QUANTITATIVE STUDY. To study the consumer reactions to such brands quantitative method will be very useful. The purpose of this study is to find out if the consumers in India are ready to accept such socially responsible brands.
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3.1.1 Research Design It will be EXPLORATORY. 3.1.2 Data Collection Data collection is a term used to describe a process of preparing and collecting information to keep on record. To make decisions about important issues, to pass information on to other. Primarily, data are collected to provide information regarding a specific topic. The data collection will be done through both PRIMARY as well as SECONDARY sources. Primary data Data which will be obtained from sources and are originally collected by research through QUESTIONNAIRE. Sample Design Sample size: 125 respondents It was calculated by taking: Population Infinite Confidence level 95% Confidence Interval 8.75 Men and Women within the age group of 15-30 Locale of study will be Ahmedabad, Gandhinagar and Mumbai

Questionnaire will consist of the questions based on brands with a social cause which will be useful to come to a conclusion about the consumer behaviour towards social brands and what is the motivation behind their purchase. It will also help us to see if the Indian consumer is ready for this new way of shopping. Questions will be scored according to Likert Scales. The respondents will have to select their answers.

Secondary data It consists of information, from people who have done research work in the related area with a purpose other than what is given in this research work. The data was collected by c Internet research surveys like Nielsens The Globally, Socially Conscious Consumer and Barkley Cause Survey have also been useful as a secondary too l during the research project.

3.2

Survey

3.2.1 Statistical Analysis based on the survey

Q1

How important is it for you to contribute towards the betterment of the society? Not at all important Slightly important Neutral Moderately important
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Extremely important

Not at all important 1% Neutral 10%

Slightly important 6%

Extremely important 40% Extremely important Moderately important Neutral Not at all important Slightly important

Moderately important 43%

CHART 4.1

Nearly 83% of the respondents believed that contributing towards the betterment of the society was moderately or extremely important.

Q2

How often do you contribute for a social cause?

Never Rarely Sometimes Often Always

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Always 3% Sometimes 49%

Never 3% Often 33% Always Never Often Rarely Sometimes

Rarely 12%

CHART 4.2

49% of the respondents said that they do contribute towards social causes sometimes, while 33% said that they often help people in need.

Q3

Are you aware of any cause based brand?

Not at all aware Slightly aware Somewhat aware Moderately aware Extremely aware

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Somewhat aware 34%

Extremely aware 2% Moderately aware 25%

Extremely aware Moderately aware Not at all aware Slightly aware Somewhat aware

Slightly aware 33%

Not at all aware 6%

CHART 4.3

Nearly 67% of respondents said that they have a limited knowledge about the existing cause based brands, while 25% said that they were moderately aware about it.

Q4

Which of the following cause based social brands are you aware of?

147 Million Orphans Common Threadz I Am A Star Sseko Designs

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Being Human FEED No One Without Threads For Thought

TOMS

World Clothes Line

World Clothes Line TOMS Threads For Thought Sseko Designs No One Without I Am A Star FEED Common Threadz Being Human 147 Million Orphans 15 10 10 15 15

20

23 31

122 20

20

40

60

80

100

120

140

CHART 4.4

Out of the 125 respondents, 122 said that they have heard of Being Human brand, while not more than 30 people knew about any of the other cause based fashion brands.

Q5

How did you come across these brands?

Search Engine Television Printed Media Friend Any other ______________________

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Word of mouth 2% Television 42%

Friend 13%

Friend Print media Print media 18% Radio Search engine Shopping Centres Social Media Social Media 2% Shopping Centres 1% Radio 1% Television Word of mouth Search engine 21%

CHART 4.5

42% of the respondents said that they came across such brands via television with search engine being the second most popular source with 21%.

Q6

Are you aware about the social causes these brands support?

Not at all aware Slightly aware Somewhat aware Moderately aware Extremely aware

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Somewhat aware 40%

Extremely aware 3% Moderately aware 18%

Extremely aware Moderately aware Not at all aware Slightly aware Somewhat aware

Slightly aware 25%

Not at all aware 14%

CHART 4.6

40% of the respondents said that they had little knowledge about the causes these brands support, while 39% said that they were almost not aware of the causes behind these brands.

Q7

How often do you buy a clothing item from such brands?

Never Rarely Sometimes Often Always

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Always 1% Sometimes 35%

Never 20%

Always Never Often 9% Often Rarely Sometimes

Rarely 35%

CHART 4.7

The respondents were evenly distributed between rarely and sometimes at 35%, while as many as 20% said that they never bought from such brands.

Q8

Will you prefer a cause based social brand to any other regular brand?

Extremely Unlikely Unlikely Neutral Likely Extremely Likely

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Unlikely 15%

Extremely likely 5%

Extremely unlikely 1% Likely 34%

Extremely likely Extremely unlikely Likely Neutral Unlikely

Neutral 45%

CHART 4.8

Only 16% of the respondents said that they were not likely to buy from such brands over the more popular fashion brands, but as many as 83% said that they would prefer cause based social brands over regular brands.

Q9 If you do buy a Being Human Clothing product, what will be the reason behind your purchase?

Salman Khan Social Cause The Apparel Brand Name

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Any other reason ___________________

The Apparel 18%

Brand Name 15%

Not Interested 1%

Salman Khan 10%

Social Cause 56% Brand Name Not Interested Salman Khan Social Cause The Apparel

CHART 4.9

56% of the respondents said that the main reason behind their purchase of Being Human apparel will be the social nature of the brand, while only 10% said that it will because they are huge fans of Salman Khan.

3.2.2 Analysis
Through the survey it has been clear that people between the age group of 15 30 do think about the problems in the society and are willing to take steps for the betterment of the society. Through the above statistical analysis we can see that more than 83% of the respondents believe in contributing towards the betterment of the society where as only about 7% said that charity is not in there in their nature and they will not help towards the betterment of people around them. As far as the frequency at which their contribution towards the society in concerned, 36% said that they do it quiet often, 49% said that they do it sometimes, 12% said that they do it rarely and 3% said that
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they have never done anything for the betterment of others around them. As we can see that most of them often contribute towards social causes and help people in need. Majority of the respondents believed in charity though only selected few of them were well aware of such brands. Nearly 67% of respondents said that they are slightly to somewhat aware about existing cause based brands, while 25% said that they were moderately aware about it. Very few people in India know about cause based brands other than Being Human, while 122 of the respondents said that have heard about Being Human brand, respondents with the knowledge about brands like FEED, I Am A Star, World Clothes Line, 147 Million Orphans, TOMS, Threads For Thought, Common Threadz, Sseko Designs and No One Without were 31, 23, 20, 20, 15, 15, 15, 10 and 10 respectively. They are not aware of the causes these brands actually support, not even in the case of Being Human with 40% of the respondents saying that they are slightly aware of the brand while 39% claiming that they have almost no knowledge about the causes these brands support and how they work towards the betterment of the society. 42% of the respondents claimed that they gain information about such brands via television while 21% said that they browse through internet using search engines and try to gain knowledge about such brands. From this we can say that Televisions and Search Engines are the main sources through which they discover such brands. Not many people have bought from such social brands as respondents saying that they have bought from such brands sometimes or rarely are equally distributed at 35%, though 10% said they often buy from such brands 20% said that they have never purchased anything from such cause based brands which will eventually help others. People are more than willing to try a cause based brand whose ultimate motive is charity and working towards the betterment of the society to any other regular fashion brand. Only 16% of the respondents said that they were not likely to buy from such brands over the more popular fashion brands, but as many as 83% said that they would prefer cause based social brands over regular brands. The survey results clearly show that though Salman Khan is the face of Being Human, people will not think about buying from this brand if it was not for the cause based nature of the brand. The money earned from sales of Being Human products goes back into the society to help orphanages and various schools, the revenue generated in used for the betterment of the society and though not many people are aware about the causes this brand supports, just the knowledge of it being a cause based brand is enough to make people opt for this brand over others. It shows that though the actual product and the brand name are important to people it is not more than the doing good quality of the brand.

Conclusion
I have concluded from the survey that there is a strong relationship between the social concern factor and the brand equity of the product. The new generation of customers are ready to try new things such as charity along with shopping. The primary motivation of the consumers of the existing cause based social brands is the doing good factor, though good quality of the ultimate product is also important to consumers, it is the nature of the brand that motivates their purchase. There is still a need for these cause based social brands to educate the customers about their about the social causes they support and how exactly do
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they work for the betterment of the society. The more knowledge they provide o the consumers the more are the chances of people getting attracted to such brands. The Indian consumer mostly consists of youngsters who are ready to mix social concern with fashion but it is up to the industry to come up with more and more such brands, as in India the only cause based social brand which comes to mind at the mention of social causes is Being Human.

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