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The impact of ethical fashion on consumer purchase behavior

The impact of ethical fashion on consumer purchase behavior Purpose – The purpose of this paper is to examine the relationship between ethical fashion and consumer purchase behavior (their willingness to pay a premium for ethical fashion), with the focus on consumers’ concerns and beliefs about, and knowledge of, ethical fashion. Design/methodology/approach – A self‐completion questionnaire was administered to 109 respondents. Factor analysis and other statistical analyses were applied to test hypotheses. Findings – The findings suggest that consumer beliefs about ethical fashion, which are based on their perceptions of a company in terms of its reputation in the fashion industry, influence their support for what they perceive as socially and environmentally responsible businesses. Research limitations/implications – The sample size, which is relatively small, is a limitation for this research. The data were collected in Hong Kong, limiting findings to that geographic region. Practical implications – An important implication is that consumer education is essential to mitigate the prevailing throwaway culture and raise consumer awareness of ethical issues facing the fashion industry. Thus, retailers should take initiatives to educate consumers so as to ensure the success of their newly‐launched ethical fashion products. Originality/value – The paper proposes an approach to clearly understand the impacts of ethical fashion on consumer purchase behavior. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Fashion Marketing and Management Emerald Publishing

The impact of ethical fashion on consumer purchase behavior

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Publisher
Emerald Publishing
Copyright
Copyright © 2012 Emerald Group Publishing Limited. All rights reserved.
ISSN
1361-2026
DOI
10.1108/13612021211222842
Publisher site
See Article on Publisher Site

Abstract

Purpose – The purpose of this paper is to examine the relationship between ethical fashion and consumer purchase behavior (their willingness to pay a premium for ethical fashion), with the focus on consumers’ concerns and beliefs about, and knowledge of, ethical fashion. Design/methodology/approach – A self‐completion questionnaire was administered to 109 respondents. Factor analysis and other statistical analyses were applied to test hypotheses. Findings – The findings suggest that consumer beliefs about ethical fashion, which are based on their perceptions of a company in terms of its reputation in the fashion industry, influence their support for what they perceive as socially and environmentally responsible businesses. Research limitations/implications – The sample size, which is relatively small, is a limitation for this research. The data were collected in Hong Kong, limiting findings to that geographic region. Practical implications – An important implication is that consumer education is essential to mitigate the prevailing throwaway culture and raise consumer awareness of ethical issues facing the fashion industry. Thus, retailers should take initiatives to educate consumers so as to ensure the success of their newly‐launched ethical fashion products. Originality/value – The paper proposes an approach to clearly understand the impacts of ethical fashion on consumer purchase behavior.

Journal

Journal of Fashion Marketing and ManagementEmerald Publishing

Published: May 4, 2012

Keywords: Hong Kong; Consumer behaviour; Ethics; Fashion; Corporate social responsibility; Perception; Ethical fashion; Consumer purchase behaviour; Socially responsible business; Environmentally responsible business

References

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