The content for this campaign usually includes bold

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information on their Plan A website. The content for this campaign usually includes bold statistics that indicates to the customer the impact their contribution has helped towards. This again is related to the theory of perceived effectiveness (Ellen 1994 ) previously discussed where consumers think that their contribution is insigni fi cant in the wider picture. In addition to thanking the customers that have engaged in the speci fi c scheme, the campaign also sets out to highlight the impact of their con- tribution to others, encouraging not only repeat behaviour next time, but also new responsible behaviour in other customers. In addition to the thank you campaigns, Marks and Spencer also utilise other initiatives to further engage their consumers in sharing their ethical and sustainable goals. The Swhopping scheme fi rst trialed in-store in 2012 is where customers are encouraged to return their unwanted clothes back to store in order to be resold or recycled by Oxfam. This collaboration with a charity is a value set out by the retailer to help raise money and facilitate international demand and need for certain types of clothing. To date, 7.8 million garments have been Swhopped , worth an estimated £ 5.5 million, which has been donated to Oxfam (Marks and Spencer 2015 ). Encouragement for engagement in this initiative is the exchange of these clothes for a voucher to be spent in-store. This is naturally a favourable incentive for customers, however, in terms of social responsibility it could be criticised that this approach promotes further consumption of clothing. Another challenge facing the sector would be the offering of additional ranges of more responsible clothing alongside main collections. This approach taken by many retailers does highlight the ethical or sustainable credentials to the customer, which could be seen as a positive. However when positioned alongside the core product offered by the retailer, it does reinforce that this is the exception and not the normal values utilised to produce all garments. An example of this would be a range of basics, which utilises Fairtrade cotton, being positioned next to those, which use non-Fairtrade cotton. This presents the consumer with a choice to make and encourages trade-offs and justi fi cation strategies to be implemented. When pre- sented with a choice, the customer will turn to important factors such as cost, aesthetics and quality in preference to the ethical and sustainable values of the product. An example retailer who utilises this approach would be H&M who offer a small collection entitled Eco - conscious , which uses a percentage of recycled polyester in the production of materials for the collection. Another negative aspect of this approach is that it also promotes the segregation of social responsibility and encourages a separate market. The existence of two markets will not only continue to offer consumers the element of choice but also discourage retailers from embedding social responsibility into their core business values. As a result this approach also discourages the industry from moving towards a more socially 26 A.M. James and B. Montgomery
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  • Fall '19
  • Business Ethics, Corporate social responsibility, Alana M. James, Bruce Montgomery

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