Responsible future where the negative implications of

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responsible future, where the negative implications of fashion production can be developed. During many studies with consumers regarding their engagement with social responsibility in their fashion purchasing behaviour, the implications of accessi- bility is highlighted, with many consumers not knowing where to buy products with such values. This is again a signi fi cant issue in the implementation of social responsibility with consumers feeling that they do not have the choice to buy these types of products even if their intentions are to do so. The high street facilitates the mass market access to fashion products and is also the lowest provider of ethical or sustainable products. Although these should not be offered as alternatives, the consumer remains unaware of what options are available to them if they wish to purchase responsibly. Retailers should be taking an integrated business approach to social and environmental values, which should again be communicated effectively to consumers who can then make their choice of retailer in preference to the compliant or non-compliant product. A further issue frequently raised by consumers regarding the provision of ethical and sustainable goods is poor aesthetics. Ethics and sustainability has a historical association with being unfashionable and not on-trend, which again has implica- tions when it comes to consumer s decision making process. The long-associated stigmas of ethical and sustainable fashion remain an issue with the quality, comfort and fi t of such products also being questioned. Ninnimaki ( 2010 ) reiterates that ethical clothing is often not trend focused enough which could be putting people off engaging with such issues and ultimately affecting their purchasing behaviour. This again relates back to consumers providing justi fi cation strategies to rationalise their potential non-responsible purchasing decisions, with reasons such as not being on-trend being provided. In reality whilst ethical and sustainable products may not be widely available on the UK high street, there are plenty of interesting and on-trend boutiques and smaller brands engaging in social responsibility. This variation in business model, however, may have price implications, which could again put the average consumer off. A lack of desirable aesthetics could also cause consumers to again make trade-off decisions when purchasing fashion. This relates back to an earlier discussion regarding compromises having to be made in order for socially responsible purchasing to take place. To summarise, there are several key elements as discussed that are currently preventing the fashion industry moving to a more socially responsible future, these are as follows: A distinct lack of consumer knowledge and awareness of ethical and sustainable issues in the context of the manufacture of fashion products The lack of implementation of existing knowledge of ethical and sustainable issues when engaging in the fashion purchasing process
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  • Fall '19
  • Business Ethics, Corporate social responsibility, Alana M. James, Bruce Montgomery

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