When taking these recommendations into consideration

  • No School
  • AA 1
  • 102

This preview shows page 99 - 101 out of 102 pages.

When taking these recommendations into consideration during the communi- cation process, companies can begin to really engage consumers in their values, whilst further informing them of social and environmental responsibility in the fashion industry. Through this effective communication, companies can begin to aid in breaking down the knowledge barrier leading to more informed fashion consumers. 5 Conclusion 5.1 Summary In Sect. 1.1.1 it was stated that it is believed that the very act of purchasing is a consumer s expression of their own individual judgment and values, however, this can work both ways, with consumers also choosing not to shop somewhere due to disagreeing with a companies behaviour (Smith 1995 ). Throughout the chapter this has remained the key pivot point to focus on, as purchasing attitude is what still motivates pro fi t driven retailers. If the consumer became more knowledgeable, retailers would have to think a lot more about whether to integrate CSR. 92 A.M. James and B. Montgomery
Image of page 99
Throughout the research the topic of consumer supplier relationship is men- tioned consistently, explored in some depth however this relationship between supplier and consumer remains dif fi cult as they are often at other ends of the globe and working on different schedules and timescales. In contrast marketing an ethical product is easy when the supply chain is transparent, however marketing the impression of having an ethical supply chain and being ethical on the surface is also all too easy. A more informed consumer would therefore bene fi t from being able to make better informed decisions as to whether a retailer and its product met the responsible CSR criteria. Previously mentioned in Sect. 2.1.1 retailers also control how much information they reveal to the public about their supply chains and the methods utilised in the manufacture of their products. This transparency, or lack of it in many cases, hides the amount of information revealed about the suppliers to produce the garments. The fact that it varies greatly from company to company is in fact part of the problem as it means there are no strict guidelines to control behaviour. The research analysis has highlighted in the company case study on CSR communication that the gap between what a company says they are doing in terms of CSR actions and what they are actually doing has been called corporate hypocrisy , with perceived hypocrisy said to be having a negative effect on con- sumer attitudes towards retailers (Wagner et al. 2009 ). As discussed throughout the chapter very few consumers are knowledgeable to a level where an informed socially responsible purchasing decision can be made. With little to no appreciation for the conditions or culture in which their garments are produced, consumers have no connectivity with the people producing their clothing and as a result little empathy with their social situation (James 2015 ). The lack of communication evidence found indicates that the brands are either doing
Image of page 100
Image of page 101

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