revised doc - Ethical Consumerism Assignment Date Name...

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Ethical ConsumerismAssignmentDateNameInstitution
Executive summaryFollowing the rising need for organizations to instil ethical consumerism in their strategies, organizations have been forced to ensure they pay keen attention to how their products are manufactured. The collapse of Rana Plaza on April 24, 2013 saw the killing of 1100 people who worked in the garment factories. Primark was one of the companies that sourced its clothes from those factories. The incident prompted public concern on the conditions of the workers who work for the garment factories in order to produce clothes for the street fashion stores.With such concerns, Primark was caught in the middle of the scandal, since there were consumers already boycotting to buy clothes from retailers that paid no attention to how the garments were produced and the conditions of the workers. Ethical consumerism encourages people to pay attention to how the products they purchase are produced and sourced. It ensures that products are produced in a way that is neither harmful to the environment nor thesociety. It ensures that the working conditions of the workers involved in producing the various products is safe. With such measures, retailers are forced to source their products from companies that ensure these conditions are met. Though, most of the consumers are not affected by such measures, ethical consumerism is gaining popularity globally. Many consumers purchase products based on their quality, class and the price tag. Few are concerned with how the products are produced and sourced. However, with the rising campaign for ethical consumerism, consumers are slowly sinking in with the trend.Therefore, Primark has seen this need and are putting measures to ensure that it sources its products from companies that observe ethical consumerism. With such measures, they will ensure that they provide the consumers with products that have been safely manufactured. This paper will address the current ethical issue in Primark Company. It will also highlight
the various measures the company has put in place to address ethical consumerism. Approaches that Primark has put in place to become more socially conscious will be identified. The report will also highlight the various factors that consumer buying behaviour in the fashion industry.IntroductionPrimark is a fashion brand owned by the Associated British Foods (ABF). It is the largest brand in the UK for retailing clothes with 207 stores spread across Europe. The founder Mr Arthur Ryan is credited for his role in bringing affordable clothing in the fashion industry andmaking it accessible to many people across Europe. Starting from his first store located in Ireland to the now chain of stores spread all over Europe. In 2010, Primark was awarded the “Multi-Market Award of the year” at Oracle retail awards. The company has a wide market share with a huge customer base. Primark wants its sustainability in the market to remain the

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