Information and the ethical apparel consumer : an exploration of the connections between knowledge, trust, and purchase behavior
- UNCG Author/Contributor (non-UNCG co-authors, if there are any, appear on document)
- Haley Elizabeth Hendershot (Creator)
- Institution
- The University of North Carolina at Greensboro (UNCG )
- Web Site: http://library.uncg.edu/
- Advisor
- Nancy Hodges
Abstract: The demand for ethically made apparel has been on the rise in recent years (Hassan et al., 2013; Harrison & Scorse, 2006). Concern over human rights violations and working conditions in apparel factories has become a hot topic for consumers. This increased concern has led to a greater demand for transparency in the apparel supply chain (Bhaduri & Ha-Brookshire, 2011). Increased transparency allows for the consumer to make an informed decision when purchasing ethically produced apparel (Harris, 2015). When making purchase decisions, consumers tend to use information from multiple sources (Peterson & Merino, 2003), evaluating the source and content before making their purchase decisions. While previous studies have explored the connection between knowledge and purchase decisions in regards to sustainable apparel, the connection in regards to ethically-produced apparel has not yet been fully explored. The two-fold purpose of this study was to explore consumers’ knowledge of unethical supply chain practices, and to understand what this knowledge means for their purchasing behavior. Using a qualitative methodology, in-depth interviews were conducted with nineteen individuals who have purchased ethically produced apparel in the last two years. Interviews lasted for approximately thirty minutes to an hour and were recorded with participant consent. The interviews were transcribed verbatim and interpreted thematically. Four conceptual areas emerged: Consumer Knowledge, Preferred Sources, Trust, and Knowledge Impact. Within these conceptual areas, nine themes emerged and were used to structure the interpretation. Based on the interpretation, participants’ level of knowledge and preferred sources were identified. The ways they use the information in their purchase decisions was also explored. Based on these findings, several recommendations were made, including: (a) utilizing online sources, such as social media or online news outlets to connect with consumers, (b) providing consumers with data and testimonials to validate the claims made, (c) using third party certifications that the consumer can recognize, (d) incorporating ethical ideals into the make-up of the company, and (e) providing alternative avenues to connect with the consumer. Because there is a limited amount of research that explores the connection between knowledge, trust, and purchase decisions in regards to ethical apparel, the results of this study provide an in-depth understanding of the role of knowledge in ethical apparel purchasing behaviors. Future empirical research is needed to further investigate the factors affecting preferred source choices and the idea of limited consumption as an ethical consumption choice. Such research would deepen the overall understanding of the role of knowledge in consumers’ decisions to purchase ethically produced apparel.
Information and the ethical apparel consumer : an exploration of the connections between knowledge, trust, and purchase behavior
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Created on 8/1/2024
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Additional Information
- Publication
- Thesis
- Language: English
- Date: 2024
- Keywords
- Consumer Behavior, Consumer Knowledge, Ethical, Ethical Apparel, Purchase Behavior, Trust
- Subjects
- Clothing trade $x Moral and ethical aspects
- Consumer behavior
- Trust