A Study on the Impact of Consumer Ethics on Apparel Purchasing Behavior

¹ Beijing Institute of Fashion Technology, Beijing, China

^* Corresponding author: sxyzhs@bift.edu.cn

Abstract

As the Chinese economy grows fast and the Chinese residents' spending power increases, "ethical consumers" have been lavished with increasing attention. In fact, consumption has become a decision-making process closely tied to ethics or morality. This article describes consumers' basic cognition of environmental issues and ethical apparel in a quantitative manner. The research covers mainly the following topics: consumers' understanding and recognition of ethical apparels, factors bearing on the behavior of purchasing ethical apparels, surveys of the intentions of consumers to purchase ethical apparels as well as the personal information of survey respondents. The purpose is to provide forward-looking bases and reference for apparel enterprises to plan ethical marketing.