Details

Autor(en) / Beteiligte

• Berberyan, Zara
• Jastram, Sarah Margaretha
• Friedman, Barry A.
• Becker-Leifhold, Carolin
• Heuer, Mark

Titel

Drivers and obstacles of ethical fashion consumption

Ist Teil von

• Eco-friendly and Fair, 2018, p.36-48

Auflage

1

Ort / Verlag

Routledge

Erscheinungsjahr

2018

Link zum Volltext

Quelle

Alma/SFX Local Collection

Beschreibungen/Notizen

• Consumers seem to be increasingly concerned with the social and environmental impact of their purchasing decisions expressing a higher willingness to consume fashion in a more ethical way. The growing number of boycotts against fashion brands’ unethical conducts are likely to indicate an increasing interest in the way businesses behave and a possible shift towards more ethical consumption. Despite consumers’ ethical claims and their positive attitude, they continue repeating their traditional behavior in the marketplace, hence ignoring the role of ethics. Consequently, consumers’ words are seldom translated into their actual deeds, which leads to the attitude-behavior gap often referred to in extant literature. Most of the studies in this field are mainly concentrated on the formation of ethical purchase intentions oversimplifying the complex transition process from intentions to actions. This chapter examines the misalignment between consumers’ attitudes and behavior reviewing the factors that cause the gap. The factors are presented in a synthesized model and categorized into product-related and consumer-related factors that either drive or impede ethical fashion consumption. The paper creates an important source that can be used by ethical fashion brands, policy makers, practitioners and researchers to understand the variety of factors underlying the attitude-behavior gap; and hence can serve as an important foundation for future studies in this field. This chapter examines the misalignment between consumers’ attitudes and behavior reviewing the factors that cause the gap. The factors are presented in a synthesized model and categorized into product-related and consumer-related factors that either drive or impede ethical fashion consumption. The chapter reviews and discusses the existing literature on ethical fashion consumption drivers and obstacles. It presents product-related factors play an important role in influencing consumer decision-making concerning ethical fashion. Price, quality, fashion design/style, information about ethical quality and availability and access are among the most often cited product-related influencing factors referred to in extant literature. The chapter explores the influence of product and consumer factors on consumer decision making. Social desirability, personal interest and relevance, values, subjective and social norms, habits, perceived authenticity and convenience have been identified as having the most significant influence on consumers’ attitude-behavior gap. The second group of factors influencing consumer decision making are consumer-related factors.