Retailers to not only drive up sales and consequently

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retailers to not only drive up sales and consequently pro fi t through clever marketing strategies, but to also inform and educate the consumer in socially responsible issues affecting the products they are about to purchase. There are multiple bene fi ts identi fi ed for taking this approach, which include; The increase of knowledge and awareness on the part of the consumer Improved levels of socially responsible purchasing Improved brand trust as the consumers are seeing the retailer to be responsible and active in the execution of their corporate social responsibility values The consumer will be further informed in order to make an informed decision regarding their purchasing choices The promotion of further repeat behaviour Whilst approaches such as this could help improve the development of social responsibility in fashion, there remain many further issues, which are currently preventing change. Consumer knowledge and awareness of ethical and sustainable issues remains one of the biggest issues currently affecting the sector, with many mass market consumers still very unaware of the negative implications of fashion production. Without this initial knowledge or awareness of these issues, consumers cannot choose if to engage or to implement this knowledge during their decision making process. If consumers do possess this knowledge they can then use it to inform their purchasing behaviour making adapted decisions in light of being informed. However the issue of implementation is also a signi fi cant one, with some con- sumers already possessing such knowledge but choosing not to use it to inform their purchasing process. This is where many trade-offs are made for either price or aesthetics, with the consumer implementing justi fi cation strategies to rationalise their non-responsible behaviour. Despite there being many positive drivers to encourage positive behaviour, there remains very little incentives for consumers to engage in such behaviour. This again can be identi fi ed as an issue inhibiting further socially responsible fashion pur- chasing. The rationale behind a consumer engaging with ethics and sustainability in their fashion choices remains an issue with philanthropy being said to be the key driver to encourage this. Philanthropy can be de fi ned as the love of humanity, in the sense of caring, developing and enhancing what it means to be human. This again relates back Maslow s Hierarchy of Needs, where people progress to the peak of the pyramid and seek to give something back to society in an almost spiritual way. The Role of the Retailer 25
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However this need alone cannot be the only incentive for a consumer to engage in social responsibility, and therefore further initiatives need to be implemented. An example of a retailer who currently recognises this would be Marks and Spencer who utilise thank you campaigns to reward customers for their engagement. This usually involves an email campaign, social media coverage and promotional information on their Plan A website. The content for this campaign usually includes
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  • Fall '19
  • Business Ethics, Corporate social responsibility, Alana M. James, Bruce Montgomery

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