Date of Award

2017

Document Type

Open Access Thesis

Department

Retailing

Sub-Department

College of Hospitality, Retail, and Sport Management

First Advisor

Jiyeon Kim

Abstract

The aim of this paper is to contribute to the body of knowledge that exists in the area of ethical production by examining factors that influence purchase intention of ethically produced fashion products. The findings of this study provide a further understanding of ethical production by providing answers to the objectives. These results will also provide insight to firms wanting to effectively convey pro-environmental efforts to consumers. The findings may also assist marketers in understanding the consumers’ attitudes toward ethical manufacturing practices and their motivations for wearing their ethics and purchasing ethically produced fashion products.

The theoretical framework of this study stems from three psychology theories that conceptualize the factors that may influence purchase intention of ethically produced fashion products. Theory of Reasoned Action was used to understand consumer attitude formation and purchase intention of ethically produced fashion products. Two unique variables were studied (environmental awareness, environmental concern) with consumer attitude toward purchase intention of ethically produced products. The influence of subjective norms on purchase intention was also examined. Self-congruity Theory and Self-completion Theory were used to understand the relationship between ethical selfidentity and self-expressive benefit of wearing ethically produced fashion products, and to investigate the impact of self-expressive benefit of wearing ethically produced fashion products on purchase intention of ethically produced fashion products.

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