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Ethical, eco, organic, green…what does it all mean?

Blanco-Velo, J., Lea-Greenwood, G., Power, Jess and Tyler, D. (2010) Ethical, eco, organic, green…what does it all mean? In: 17th Eirass Conference on Retailing and Consumer Services, July 7th-9th 2010, Istanbul, Turkey.

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    The highly motivated ethical consumer has been under investigation since the mid 1970’s, defined as a distinct consumer
    segment most notably since the early 1990s and been relatively well documented in terms of behaviours, values, decision
    making, attitudes and motivation. Despite the recent mainstreaming of a broad range of ethical products and a steady
    increase in media presentation of ethical issues, the perceptions of the mainstream consumer remain relatively under
    This paper reports upon the exploratory investigation undertaken to examine the nature of the ethical fashion message
    presented in popular print media. The aim of this first phase of study was to gain insight into the extent to which, the terms
    used in the communication of ethical fashion are understood by female consumers who are representative of the wider
    British public. A qualitative methodology was carried out using a grounded theory approach via the methods of qualitative
    content analysis, Q Method, word association and focus group discussion. Data sources and data collection methods
    were selected for their relevance in progressing the development of insights to the sending and receiving of the ethical
    fashion message.
    The findings of this research demonstrate the extent to which the ethical fashion message varies in its delivery. Outcomes
    suggest that the complexity of the message leads to confusion and poor levels of engagement amongst mainstream
    consumers. Findings provide evidence that the mainstream consumer does understand the ‘ethical language’, the
    question raised is the extent to which this understanding is transferable to ethical fashion. Further analysis of the nature
    and source of this confusion may provide a route map for the successful marketing of ethical fashion products.

    Item Type: Conference or Workshop Item (Paper)
    Subjects: G Geography. Anthropology. Recreation > GE Environmental Sciences
    H Social Sciences > HD Industries. Land use. Labor
    Schools: School of Art, Design and Architecture
    Related URLs:
    Depositing User: Sara Taylor
    Date Deposited: 07 Jun 2012 14:41
    Last Modified: 31 Jan 2013 16:16


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