Awareness regarding fair trade concept and the factors influencing the fair trade apparel buying behaviour of consumers in Cochin City

Abstract

This paper examines the level of awareness, attitude and buying behaviour of the consumers’ towards fair trade certified garments. It also aims to determine the factors that will motivate a consumer of ready-made garments to make a purchase when it comes to fair trade certified apparel. The primary data for the study have been collected from 163 respondents across various ready-made shops within the city through online survey method and scheduling using a structured questionnaire. Secondary data were collected from various magazine articles, journals, and websites. The analysis showed that most of the respondents were not aware of the fair trade concept and clothes. Nearly half of the respondents showed an interest in learning more about the fair trade concept. The paper which also reveals the characteristics of the general consumer towards fair trade apparels, suggests that price, quality, and comfort are given precedence over trend, aesthetics, uniqueness, fair trade status, advertisements, brand popularity, and sales promotions. This paper is helpful in revealing the characteristics of the general consumer towards fair trade apparels and in providing a direction towards implementing ethical consumerism.