Munication utilised by the retailers in informing

  • No School
  • AA 1
  • 102

This preview shows page 70 - 72 out of 102 pages.

munication utilised by the retailers in informing their customers of their responsible practices. The type of information available and the methods of communication remained the focus of the study. The chapter will conclude with the case for increased transparency in the supply chain being discussed. The authors will argue this can be achieved through increased CSR communication. The retailer remains in a powerful position having in fl uence on both the purchasing process in their relationship with the consumer but also the supply chain with their manufacturing suppliers. It is this in fl uence that they must use in order for this transparency to increase and for the consumer to feel more informed and connected to where their clothes come from. This connectivity will aid in the creation of knowledge and empathy with the consumer and conse- quently in fl uence their socially responsible purchasing behaviour. 1.1.1 The Consumer Knowledge Barrier This lack of knowledge and awareness on the part of the consumer is posing a problem in aiding the industry move forward to a more socially responsible future. However, there are several factors, which are currently preventing consumers from engaging more with the supply chain and furthermore the understanding of social issues, which occur during this time. The factors preventing further consumer knowledge and acting as knowledge barriers can be summarised as follows: A lack of knowledge provision for the average consumer Interested consumers not knowing where to go to obtain information Information provided not being engaging or interesting to the consumer Retailers not readily making the information available. Connectivity, Understanding and Empathy 63
Image of page 70
The saturated fashion market offers more choice to the consumer than ever before, facilitating the wants and needs of consumers regardless of their preference. The ethical market however is the one sector of the industry that remains uncatered for, with accessibility to socially responsible fashion still being the exception rather than the rule. The ethical market accounts for just over 1 % of the fashion market (Niinimaki 2010 ), which could be questioned if this small market share facilitates the needs of the socially responsible consumers. This juxtaposition between an oversaturated fashion market offering consumers wide array of choices and the lack of provision of socially responsible apparel remains an issue preventing change for a more sustainable future. It could be questioned, however, if this segregation is the right way forward for the industry in the context of ethics and sustainability. This approach continues to give the impression that a more responsible fashion supply chain is an option which consumers can choose to buy into, in preference to the way business is always conducted. This separated market is also emphasised further by some retailers, where certain ranges are highlighted to be adopting more ethical and sustainable approaches to garment manufacture. An example of
Image of page 71
Image of page 72

You've reached the end of your free preview.

Want to read all 102 pages?

  • Fall '19
  • Business Ethics, Corporate social responsibility, Alana M. James, Bruce Montgomery

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern

Stuck? We have tutors online 24/7 who can help you get unstuck.
A+ icon
Ask Expert Tutors You can ask You can ask You can ask (will expire )
Answers in as fast as 15 minutes
A+ icon
Ask Expert Tutors