Abstract
In recent years, customer’s increasing awareness of ethical consumption has become increasingly important for the business environment and one’s lifestyle. Although it is observed that consumers are influenced by their ethical concerns but ethical consumptions lack from a consumer perspective. The theoretical framework of the paper portrays the multifaceted and complex ratio of the concepts of ethical consumption and the complexities that exist in the relationship between purchase influence and consumption in general. The study took a quantitative approach to find out how consumer purchase decision is affected by four antecedents namely, Ethical Knowledge, Environmental Concern, Personal Values, and Price Factor. Data was collected through a self-developed questionnaire and distributed among 200 respondents in Karachi, Pakistan. Multiple regression was applied through SPSS in the data. The results of the study show that all other variables show a significant effect on purchase decision except Ethical Knowledge. Therefore, it implies consumers are uncertain about which products and firms follow ethical rules and which do not. This study has theoretical and practical contributions in the fashion industry context. This research might encourage fashion brands to willfully take on green exercises and give strategic guidelines to advertisers and retailers about their sustainable retail practices.
Highlights
Due to global warming and environmental concerns, the awareness among consumer for green, ethical, and sustainable products has increased (Bhutto, Zeng & Soomro, 2019)
Ethical consumerism has to do with the purchase of products and services that consumers view as ethical
Consumption of such goods and services is intentional as most consumers are interested in purchasing goods that has an ethical brand, and one of the definitions of what makes an ethical brand to a consumer are products of companies that promotes the environment
Summary
Due to global warming and environmental concerns, the awareness among consumer for green, ethical, and sustainable products has increased (Bhutto, Zeng & Soomro, 2019). Ethical consumption is one kind of purchasing behavior for consumers to express their feelings toward society (Pinto et al, 2020). Ethical consumerism has to do with the purchase of products and services that consumers view as ethical. Consumption of such goods and services is intentional as most consumers are interested in purchasing goods that has an ethical brand, and one of the definitions of what makes an ethical brand to a consumer are products of companies that promotes the environment. For the betterment of society as well as the world, the consumers started to observe ethical consumption, it leads the shoppers to see moral utilization as an apparatus to lead society to better, and more beneficial world has changed individual’s propensities while choosing their desirable products. As the significance of ethical items expansion, it is vital to decide the reasons of moral buyer conduct and factors affecting it
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