To purchase responsibly but where in this intervening

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to purchase responsibly but where in this intervening period their decision is changed and consequently their behaviour is different from that initially intended. When developing this intent, fi rst the need recognition has to be identi fi ed; this is followed by the consumer conducting an initial scoping exercise where products that will ful fi ll this need are to be found. The fi nal stage in developing a purchasing intention is the examination of competition, trying to fi nd the best product for the best price. It is at this stage that the retailer has the power to intervene and in fl uence purchasing behaviour before the fi nal product/s are bought. When considering social responsibility and sustainability, this stage in the purchasing process allows for retailer intervention to utilise more social marketing tools, where behavior could be in fl uenced for the good. Executed correctly, this could help the industry begin to move forward to a more socially responsible future through consumers making more informed choices in the products they choose to buy. In order for this in fl uence of behaviour to be effective, the relationship between the retailer and consumer is vital for success. Communication needs to be carefully considered on the part of the retailer in order to determine the best methods to be utilised in in fl uencing consumer behaviour for the good. As previously discussed, in the past retailers have been accused of green washing in their approach to marketing, which falsely sees companies using green marketing to promote prod- ucts responsible criteria. The balance of informing and preaching is also an issue, which retailers have to be wary of, with this approach also said to be putting consumers off. The careful utilisation of social marketing methods could aid this relationship and help inform consumers of ethical and sustainable issues in fashion, leading to more informed decisions being able to be made. Again however in order for this approach to be successful, the retailer must be seen in being pro-active in their communication and marketing actions. This engagement of the consumer is again a vital factor for moving the industry forward, as all stakeholders in the fashion process must buy into the values, in a shared vision approach. The Role of the Retailer 35
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The retailer is in a unique and powerful position and must be the driving force behind this change and encourage both consumers and manufacturers to engage in their responsible values. The role of the retailer is not only to inspire but also to inform and engage their customers in their goals for a more socially responsible fashion industry moving forward. Appendix Consumer Purchasing Hierarchy During the analysis process, patterns were identi fi ed where it became apparent there was a top/bottom divide between the eight choices provided. The top four choices, aesthetics, material, price and washing instructions, could be described as neces-
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  • Fall '19
  • Business Ethics, Corporate social responsibility, Alana M. James, Bruce Montgomery

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