1. bookVolume 8 (2016): Issue 1 (May 2016)
    Responsible Marketing
Journal Details
License
Format
Journal
eISSN
2628-166X
First Published
30 May 2019
Publication timeframe
2 times per year
Languages
English
access type Open Access

Ethical Textile Consumption: Only a Question of Selflessness?

Published Online: 29 Apr 2016
Volume & Issue: Volume 8 (2016) - Issue 1 (May 2016)<br/>Responsible Marketing
Page range: 52 - 58
Journal Details
License
Format
Journal
eISSN
2628-166X
First Published
30 May 2019
Publication timeframe
2 times per year
Languages
English
Abstract

When it comes to purchase decisions for fair-trade clothing, there seems to be a gap between actions and words. Only few people buy fair trade despite stating moral concerns. Based on a survey of German consumers and the results of a behavioral economic game, the article presents strategies to minimize the gap identified between the willingness to purchase and the moral standards that many consumers set for themselves. The data suggests several consumer types and provides a few promising starting points for strategies that are not based on selflessness but rather generate more tangible benefits for the individual consumer groups. At least three of five consumer types or two-thirds of the consumers may constitute possible target groups according to the findings.

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