Acceso usuarios
Hakan Karaosman, Gustavo Morales Alonso, Mercedes Grijalvo Martín, Asessandro Brun
Se examina la relación entre el comportamiento del consumidor y la ética en la moda, contribuyendo a la literatura científica en el campo de la ‘moda ética’ y del comportamiento del consumidor, proporcionando interesantes datos para profe- sionales del mundo de la moda. Los resultados de 462 encuestas a consumidores revelan que éstos no vinculan el comportam- iento ético y el mundo de la moda y consideran que la comunicación de la ética en dicho mundo no es transparente. Por último, se concluye que la ‘moda ética’ sólo impacta positivamente en la conducta de compra de los consumidores con una elevada preocupación ética.
This study examines the relationship between consumer behavior and ethical fashion by focusing on the fast-fashion retailing industry through Spanish consumers. Hence, it contributes to the ethical fashion and consumer behavior literature and provides noteworthy data for practitioners. The findings are supported by the quantitative analysis of surveys conducted with 462 Spanish consumers. The findings reveal that Spanish consumers have difficulties linking ethics to the fashion and apparel industry; furthermore, the ethical communication of fashion brands is not considered transparent. Lastly, it is concluded that ethical fashion has a positive impact on purchase behavior only when consumers have a high level of ethical concern
