Ethical Purchasing : Knowledge- and Person-Related Inhibitors to Consumption of Fair Fashion

Hohn, Marlene and Durach, Christian F. (2020) Ethical Purchasing : Knowledge- and Person-Related Inhibitors to Consumption of Fair Fashion. In: The Nature of Purchasing : Insights from Research and Practice. Management for Professionals . Springer, pp. 267-282. ISBN 9783030435011

Abstract

Why do only a few consumers buy fair-trade clothing despite many opposing to the unsustainable working conditions in the apparel industry, i.e., during the production and the retail of clothing? This paper assesses several hindering factors concerning their ability to explain the attitude–behaviour gap in fair-trade fashion purchasing. The attitude–behaviour gap describes the inconsistencies between individuals’ beliefs and values towards fashion consumption and their actual purchasing behaviour. Using regression analyses, the impact of different knowledge- and person-based inhibitors on this “say-do” relationship is studied. Results indicate that consumers have only limited knowledge about the existing supply of fair-trade clothing. In addition, traditional purchase criteria like price or quality as well as the personal need for self-expression through fashion choice take precedence over supporting the fair-trade movement.