Ask a question from expert

Ask now

MKTG2501-The Ethical Consumption of Fashion Garments

10 Pages2544 Words185 Views
   

University of Queensland

   

Consumer Behaviour (MKTG2501)

   

Added on  2020-03-01

About This Document

This study will focus on the ethical purchase behaviour of consumers while purchasing fashionable garments. The influence of the ethical factors on the fashion industry would also be discussed in this study. This current research study has presented extensive knowledge regarding the ethical consumption of fashion garments. It includes - making purchase decisions, ethical concerns in the fashion industry and how the quality and satisfaction of products influence on intentions of consumers.

MKTG2501-The Ethical Consumption of Fashion Garments

   

University of Queensland

   

Consumer Behaviour (MKTG2501)

   Added on 2020-03-01

BookmarkShareRelated Documents
The Ethical Consumption of Fashion Garments1THE ETHICAL CONSUMPTION OF FASHION GARMENTSStudent’s Name:CourseProfessor’s NameInstitutionLocation of InstitutionDate
MKTG2501-The Ethical Consumption of Fashion Garments_1
The Ethical Consumption of Fashion Garments2The Ethical Consumption of Fashion GarmentsAbstract: The customers in the current society are much concerned about the ethical factors associated with the fashion industry. In fact, in terms of making the purchase decisions, they usually pay the closer attention towards the fashion ethics that are acceptable to the society. The information derived from the recent studies is reflecting the purchase intentions of the potential customers by considering the ethical factors. The study would thus assimilate the clear understanding regarding the ethical consumption of the fashion garments. The associated literature based study would provide the enriched knowledge related to the ethical considerations involved in the fashion industry. The development of the theoretical framework would also be helpful enough in defining the subject matter more clearly. The ideas gathered from the study would help in developing the understanding regarding the consumer purchase behaviour and factors to be considered for making profits in the fashion industry. Introduction:Literature Review: The research in recent years has increased significantly into the ethical consumption, but few studies have explored the ethical consumption of fashion garments (Vitell and Muncy, 1992). Fashionable of clothing is a significant part of daily lives. However, it is notable that the fashion industry often deals with the complex supply chain, waste, and depletion of the resources. The consumer behaviour towards the fashion ethics has the stronger influence on the sustainability issues in the clothing industry (Pookulangara and Shephard 2013). Consumers these days are involving themselves in judging the ethical acceptance during the purchase of the fashionable clothes. The study would thus focus on the ethical purchase
MKTG2501-The Ethical Consumption of Fashion Garments_2
The Ethical Consumption of Fashion Garments3behaviour of the consumers while purchasing the fashionable garments. The influence of the ethical factors on the fashion industry would also be discussed in this study. The current research study has presented the extensive knowledge regarding the ethical consumptions of the fashion garments. However, the insightful ideas about the updated forms of ethical consumptions are yet to reveal. The literature study is thus focusing on the widely accepted concept related to the ethical consumerism in terms of purchasing the fashionable garments. (Turker and Altuntas (2014) implied that it is essential to gather the extensive knowledge about the purchasing behaviour of the consumers in terms of ethical marketing. The quality of the fashion garments has the significant influence on the customers’ purchasing decisions since it ensures the satisfaction level of the customers. The development of the theoretical view about the marketing ethics is fruitful enough in explaining the ethical consumer behaviour in the fashion industry. Intentions of consumers have main influences which are a Service quality and satisfaction about the products. Also, Hunt and Vitell's have developed a theory of Marketing Ethics that define the ethical behaviour of marketing practitioners but may also be applied to the study of ethical consumer behaviour (Vitell and Muncy, 1992). A-Making purchase decisions: The consumption of the product is highly dependent on the values. Therefore, the consumers make the decisions by concentrating on the beliefs and ethical values. (Manchirajuand Sadachar (2014) pointed out that the consumer behaviour even sometimes depends on theconsiderable thoughtfulness of the needs or desires for a particular product. The ethical concerns thus call for diverse issues faced in the fashion industry. Ethical concerns associatedwith the purchase of the fashionable clothes include both the moral and political actions. It is evident that the unethical practices in the fashion industry can hamper the morale of the consumers’ purchasing behaviour (McNeill and Moore 2015). The impact of the religion based views is also one of the major factors that are influencing the ethical consumerism in a
MKTG2501-The Ethical Consumption of Fashion Garments_3

End of preview

Want to access all the pages? Upload your documents or become a member.

Related Documents
Business Research Project Phases and Assessment
|12
|3366
|273

Impact of Sustainable Clothing on Consumer Buying Behaviour in UK Retail Sector: A Case Study of Tesco Plc
|12
|956
|321

An examination of consumer growth strategies in the fashion industry: a case study on Net-A-Porter
|14
|3653
|73

Impact of Brand Communities, Hedonism and Ethical Consumption on Consumer Behaviour in Japan
|9
|2063
|148

Customer Satisfaction based on Conspicuous Consumption
|8
|1540
|287

How Does Brand Loyalty Influence Customer Behaviour? A study based on Fashion Market in the UK
|24
|4755
|134