Meanings of Ethical Consumption in Fashion and Clothing Markets

Much of the previous research on ethical consumption has tended to divide ethical consumption into two opposite categories or to define ethical consumption a priori. In this paper my aim is to argue that a more nuanced understanding is needed. Drawing on normative ethics and cultural consumer research this study brings new insights into ethical consumption fashion and clothing consumption. The preliminary findings of consumer interviews conducted suggest that ethical stances to consumption appear as rather complex constructions, and that ethical conduct in the marketplace is under continuous negotiation.


Annu Markkula (2008) ,"Meanings of Ethical Consumption in Fashion and Clothing Markets", in LA - Latin American Advances in Consumer Research Volume 2, eds. Claudia R. Acevedo, Jose Mauro C. Hernandez, and Tina M. Lowrey, Duluth, MN : Association for Consumer Research, Pages: 193-194.


Annu Markkula, Helsinki School of Economics, Helsinki


LA - Latin American Advances in Consumer Research Volume 2 | 2008

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