The Roles of Mass Media on Sustainable Fabric Choices and Employment Opportunities among Undergraduates in Educational Institutions

Abstract

As global demand for sustainable products rises, there is a growing need for professionals who are knowledgeable about sustainable materials and practices. The mass media's serves as a powerful channel through which ideas about sustainability are disseminated, this study aimed to investigate the influence of mass media on sustainable fabric choices among undergraduates at Emmanuel Alayande University of Education and its impacts on their career choices in the fashion industry thereby creating entrepreneurship and employment opportunities. This study adopted a quantitative method. A closed and open-ended questionnaire was designed. The study consisted of 150 undergraduate students from the departments of Home Economics, Agricultural Science, and Technical Education. Descriptive statistics was presented using counts, proportions (%), and chats whenever appropriate. This study concludes that, undergraduate students utilize mass media platforms and channels, mostly the online based ones. They are not aware of sustainable fashion or fabric hence, they lacks knowledge on the industry. And they have no desire in a career path either as an employee or employer in the sustainable fabric sector also resulting from their lack of awareness and knowledge. Thus, it is recommended that publicity should be done on students’ online communities such as WhatsApp and Facebook groups among others, educating and promoting sustainable fashion or fabric.