Need or want for a product of service information

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need or want for a product of service, information search ; the analysis of the product market, identifying products which will satisfy the need or want, compe- tition evaluation ; the scope of the competition to fi nd the best product available at the best price, ethical and moral values ; the opportunity for consumers nearing the peak of the pyramid to consider social responsibility in their purchasing decisions made, situational attributes ; taking into consideration the precise situation in the context of marketing strategies ( fi xed in fl uential factors) and situational elements such as weather and mood. This comparison between the requirements of fashion and the process leading up to the point of socially responsible fashion purchasing has been demonstrated in the ethical purchasing hour glass, as developed by the author in 2012 (Fig. 9 ). This demonstrates both the purchasing behaviour hierarchy of consumers and also the product to purchase selection process, both of which, once all stages have been achieved, can lead to socially responsible fashion purchasing. Fig. 8 Maslow s hierarchy of needs 20 A.M. James and B. Montgomery
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Fig. 9 The ethical purchasing hourglass ( Source Authors) The Role of the Retailer 21
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3.1.3 Socially Responsible Purchasing Socially responsible fashion refers to the social or human side of the supply chain, and can be de fi ned as when all social interactions in the clothing supply chain are paid a fair living wage under good working conditions. Often referred to as ethical fashion, this terminology brings with it complexities due to a lack of industry standard, meaning the term to be very subjective and interpretive. This irregularity and often confusion over terminology results in the term being interpreted very differently from person to person. The execution of these ill-de fi ned morals also results in retailers and brands interpreting such values in different ways, often utilised to facilitate good publicity or increase pro fi t. Socially responsible purchasing can be described as the consideration of ethical or social values and morals when undertaking the purchasing process. These values can be considered at various points of this process, whether it is prior to the product search and applied after initial intentions but prior to the purchasing behaviour. Again referring back to the window of opportunity in the purchasing process, as previously discussed earlier in the chapter, this is where retailer and brand could ultimately in fl uence consumers purchasing behaviour through the application of social marketing tools. Social marketing can be de fi ned as utilising the common tools of marketing, being utilised to in fl uence behaviour for the good of society or the environment (Kotler and Lee 2005 ).
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  • Fall '19
  • Business Ethics, Corporate social responsibility, Alana M. James, Bruce Montgomery

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