Fashion Marketing and the Ethical Movement Versus Individualist Consumption: Analysing the Attitude Behaviour Gap
The purpose of this paper is to analyse two current trends in the fashion market: ethical issues and throwaway fashion, and probe the attitude-behaviour gap between them. Using depth interviews with 10 young urban consumers, findings reveal a clear and large gap between positive attitudes toward ethical fashion but no actual consumption of such fashion. Consumers blamed price, affordability, and a lack of ethical fashion in mainstream markets and media, whilst the rich data revealed a detachment phenomenon where consumers shifted responsibility to third parties. Implications for marketing and consumer behaviour are presented.
Lynn Sudbury and Sebastian Böltner (2011) ,"Fashion Marketing and the Ethical Movement Versus Individualist Consumption: Analysing the Attitude Behaviour Gap", in E - European Advances in Consumer Research Volume 9, eds. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN : Association for Consumer Research, Pages: 163-168.
Lynn Sudbury, Liverpool Business School, UK
Sebastian Böltner, Liverpool Business School, UK
E - European Advances in Consumer Research Volume 9 | 2011
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