For example they may be fully aware of social and

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chasing fashion. For example, they may be fully aware of social and environmental issues relating to the clothing supply chain, however, they may choose not to use this knowledge in their purchasing decisions. This refers to what have been labelled justi fi cation strategies , where consumers consciously rationalise their unethical behaviour for one reason or another. For example 52 % of consumers in the UK claim to be ethically aware, but admit to not purchasing as a re fl ection of this knowledge (Worcester and Dawkins 2005 ). This statistic alone con fi rms that it could be the consumers themselves causing the intention-behaviour gap to exist. However, to consider this from a different perspective, there could also be con- sumers that do not intend initially to purchase responsibly but, however, end up doing so. This could be due to a variety of subjective reasons just as with the generic consumer purchasing hierarchy; however, it could also be due to the implementation of social marketing strategies on the part of the retailers. This again could see an in fl uence of purchasing behaviour during the window of opportunity as seen in the purchasing process. As discussed earlier, whilst this is currently being utilised to encourage further sales and higher pro fi ts, retailers also have the opportunity to in fl uence purchasing behaviour for the better. Through the utilisation of social marketing strategies, retailers could in fl uence a consumer to follow up their non-socially responsible intentions with socially responsible behaviour. This could create a further intention-behaviour gap, however this time it would be a development of non-responsible intentions to responsible behaviour. 4 The Challenges Facing Social Responsibility 4.1 Key Issues Preventing Change Throughout this chapter, there have been many issues raised as having a potential negative impact on the development of social responsibility in fashion. Marketing and situational attributes have been discussed in the context of in fl uencing pur- chasing behaviour, however a period of retailer intervention as identi fi ed during this process is where behaviour can potentially be changed for the better. Referring back to Fig. 3 , which demonstrates the opportunity during the purchasing process where the retailer can in fl uence a consumer s behaviour was discussed in terms of the 24 A.M. James and B. Montgomery
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purchasing choice moving from that of ethical intentions to non-ethical behaviour. This also relates back to the intention-behaviour gap which states that 30 % of consumers intend to purchase with the consideration of social responsibility, however when translating this initial intention into behaviour, only 3 % of con- sumers follow up their intentions (Bray et al. 2010 ). However this theory can also work in reverse, where the consumer may be in fl uenced by the retailer during the window of opportunity in the purchasing process to consider social responsibility where they have not previously. This window of opportunity could be utilised by
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  • Fall '19
  • Business Ethics, Corporate social responsibility, Alana M. James, Bruce Montgomery

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