Do ethical concerns and personal values influence the purchase intention of fast-fashion clothing?
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Description
Purpose: The rise of fast fashion has changed the face of global fashion. Despite sector growth, critics have questioned the level of obsolescence, encouragement of over-consumption and fast fashion's unsustainable business practices. Specifically, mounting concerns surround the impact on environmental, worker and animal welfare. Accordingly, the aim of this current work is to understand the influence of consumer's values on ethical consumption in a fast-fashion context. Design/methodology/approach: An online survey was designed to collect responses relating to personal values and ethical concerns towards animal and worker welfare issues, as well as environmental concerns. A total of 350 US-based fast-fashion consumers completed the survey via Amazon MTurk. Factor analyses and structural equation modelling were used to analyse and test a theoretically hypothesised model. Findings: This study found that self-transcendence values and openness to change values have a positive impact on consumers' levels of ethical concern towards animal welfare, the environment and worker welfare concerns within the fashion industry. Furthermore, a consumer's level of concern towards animal welfare and the environment positively influences a consumer's likeliness to purchase ethically marketed fast fashion. Originality/value: This is the first study to investigate the role of consumer values and their influence on ethical concerns within the fashion industry and the impact of these concerns on intentions to purchase ethically marketed fast fashion. Responding to calls for further research into ethical consumption of apparel, this study includes all elements of ethical consumption identified, including animal welfare. This study identifies ethical areas of concern salient amongst fast-fashion consumers and provides a deeper understanding of the values impacting the level of ethical concerns surrounding animal welfare, the environment and worker welfare.
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ID Code: | 133650 | ||||
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Item Type: | Contribution to Journal (Journal Article) | ||||
Refereed: | Yes | ||||
ORCID iD: |
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Measurements or Duration: | 22 pages | ||||
Keywords: | Animal welfare, Environmental, Ethical consumption, Fashion, Fast Fashion, Retail, Sustainability, Waste, Worker welfare | ||||
DOI: | 10.1108/JFMM-01-2019-0011 | ||||
ISSN: | 1758-7433 | ||||
Pure ID: | 40822930 | ||||
Divisions: | Current > Research Centres > Centre for Agriculture and the Bioeconomy Current > Research Centres > Centre for a Waste Free World Current > Research Centres > Centre for Justice Past > QUT Faculties & Divisions > QUT Business School Past > QUT Faculties & Divisions > Creative Industries Faculty Past > Institutes > Institute for Future Environments Current > Schools > School of Advertising, Marketing & Public Relations Current > QUT Faculties and Divisions > Faculty of Science Current > QUT Faculties and Divisions > Faculty of Creative Industries, Education & Social Justice |
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Copyright Owner: | 2019 Emerald Publishing Limited | ||||
Copyright Statement: | This work is covered by copyright. Unless the document is being made available under a Creative Commons Licence, you must assume that re-use is limited to personal use and that permission from the copyright owner must be obtained for all other uses. If the document is available under a Creative Commons License (or other specified license) then refer to the Licence for details of permitted re-use. It is a condition of access that users recognise and abide by the legal requirements associated with these rights. If you believe that this work infringes copyright please provide details by email to qut.copyright@qut.edu.au | ||||
Deposited On: | 16 Oct 2019 01:27 | ||||
Last Modified: | 15 Jul 2024 04:31 |
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