Perceived Online Ethics for Brand Building of Women’s Apparel and Consumer Behavioral Intentions

Abstract

Objectives: This research aims to explore the influence of Consumer Behavioral Intentions (CBI) on the ethical practices of online Women's Apparel (WA) sellers, specifically in relation to consumers’ purchasing and return behaviors. Additionally, it seeks to assess and consolidate existing findings on sustainable and ethical branding within the WA industry. The study identifies key factors that contribute to successful, eco-friendly fashion branding, while also highlighting prevalent ethical challenges in the sector. Methods: The research involves a synthesis of previous studies on sustainable and ethical branding in the WA industry. It examines various sources to create a comprehensive list of elements that support environmentally conscious branding. Ethical challenges within WA production, including working conditions, wages, and labor rights, are analyzed in the context of their impact on consumer behavior. Results: The study reveals that ethical branding significantly impacts consumer purchase and return intentions. It identifies poor working conditions, low wages, long hours, and restricted unionization rights as the primary ethical concerns within the WA sector. These issues have increased global scrutiny on WA industry practices, influencing both consumer perception and brand credibility. Conclusion: The findings underscore the importance of ethical practices in building credible and successful WA brands. Enhanced consumer awareness of environmental and ethical issues affects their buying decisions, urging WA brands to address these concerns. Addressing ethical dilemmas is crucial for sustaining the sector’s long-term success and aligns with the growing trend of consumer preference for sustainable and responsible brands.