| Title |
Marketing Tactics for Sustainable Fashion and the Circular Economy: The Impact of Ethical Labels on Fast Fashion Choice |
| ID_Doc |
21703 |
| Authors |
Hamlin, RP; McNeill, LS |
| Title |
Marketing Tactics for Sustainable Fashion and the Circular Economy: The Impact of Ethical Labels on Fast Fashion Choice |
| Year |
2023 |
| Published |
Sustainability, 15.0, 13 |
| DOI |
10.3390/su151310331 |
| Abstract |
This study aimed to contribute to the empirical literature on ethical fashion labelling. It investigates if complex, ethical, point-of-sale labels that 'rate' products' ethical status on an ordinal scale influence consumer evaluations of fast-fashion garments (a) in any significant way at all and (b) in a way that is consistent with their reported ethical scores. In an experiment, 400 consumers evaluated a set of four fast-fashion garments with two levels of the Tearfund ordinal ethical label, a generic binary ethical label and garments with no label. Purchase intention was the dependent variable. The presence of a Tearfund label promoted significantly higher fast-fashion garment purchase intention, whatever ethical status the label was indicating. Thus, the rating label did significantly influence fast-fashion garment purchase intention, but not in any useful way. This is a novel and significant finding that indicates that fashion ethical labels are evaluated by using similar subconscious heuristic decision processes to those found in fast-moving consumer goods (FMCG) markets. Ethical labels that rely on cognitive processing by the consumer may therefore be ineffective, and simpler iconic brand-like label systems that can support subconscious processing may be more useful in a fast-fashion setting. |
| Author Keywords |
sustainability; ethical; labelling; fast fashion; consumer behaviour; decision making; fashion marketing |
| Index Keywords |
Index Keywords |
| Document Type |
Other |
| Open Access |
Open Access |
| Source |
Science Citation Index Expanded (SCI-EXPANDED); Social Science Citation Index (SSCI) |
| EID |
WOS:001028308400001 |
| WoS Category |
Green & Sustainable Science & Technology; Environmental Sciences; Environmental Studies |
| Research Area |
Science & Technology - Other Topics; Environmental Sciences & Ecology |
| PDF |
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