Abstract
As the Chinese economy grows fast and the Chinese residents' spending power increases, "ethical consumers" have been lavished with increasing attention. In fact, consumption has become a decision-making process closely tied to ethics or morality. This article describes consumers' basic cognition of environmental issues and ethical apparel in a quantitative manner. The research covers mainly the following topics: consumers' understanding and recognition of ethical apparels, factors bearing on the behavior of purchasing ethical apparels, surveys of the intentions of consumers to purchase ethical apparels as well as the personal information of survey respondents. The purpose is to provide forward-looking bases and reference for apparel enterprises to plan ethical marketing.
Highlights
A study of the UK consumers and producers indicates that a growing number of people begin to realize that the production and consumption of apparel may deal a negative impact on ecological environment
As a special consumer segment, “ethical consumers” have drawn increasing attention. Because consumers of this type have a deep sense of responsibility with respect to environment and society and attempt to articulate their appeals on ethical values through ethical purchasing or resistant behavior, consumption for them has almost become a decisionmaking process closely tied to ethics or morality
Behavioral attitude has the greatest impact on ethical apparel consumption behavior, followed by subjective norms, product attributes and control of perceived behavior in decreasing order of the significance level of their impact
Summary
A study of the UK consumers and producers indicates that a growing number of people begin to realize that the production and consumption of apparel may deal a negative impact on ecological environment. In the business history of the US, there were exemplary enterprises that have both seen success and observed ethics. Sometimes, it is neutral; sometimes, it can even lend you a helping hand. It is neutral; sometimes, it can even lend you a helping hand It is by no means a burden to you.”. As a special consumer segment, “ethical consumers” have drawn increasing attention. Because consumers of this type have a deep sense of responsibility with respect to environment and society and attempt to articulate their appeals on ethical values through ethical purchasing or resistant behavior, consumption for them has almost become a decisionmaking process closely tied to ethics or morality. Its conclusions may provide some reference for enterprises to undertake ethical fashion marketing
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