Socially responsible consumption in the fashion retail industry: Analyzing consumer intentions to avoid buying from companies denounced by contemporary slavery Consumo socialmente responsável no varejo da moda: Analisando a intenc¸ão dos consumidores de deixar de comprar de empresas denunciadas por escravidão contemporânea
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2014-01-05
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DE OLIVEIRA, T. V.
MASCARENHAS, A. O.
TRONCHIN, G. R.
BAPTISTA, R. M.
MASCARENHAS, A. O.
TRONCHIN, G. R.
BAPTISTA, R. M.
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Revista de Gestao Social e Ambiental
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DE OLIVEIRA, T. V.; MASCARENHAS, A. O.; TRONCHIN, G. R.; BAPTISTA, R. M. Socially responsible consumption in the fashion retail industry: Analyzing consumer intentions to avoid buying from companies denounced by contemporary slavery Consumo socialmente responsável no varejo da moda: Analisando a intenc¸ão dos consumidores de deixar de comprar de empresas denunciadas por escravidão contemporânea. Revista de Gestao Social e Ambiental, v. 8, n. 2, p. 63-75, 2014.
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© 2014, ANPAD - Associacao Nacional de Pos-Graduacao e Pesquisa em Administracao. All rights reserved.This study tested the effects of fashion orientation, shopping orientation and environmental concern on the intention of young consumers stop buying from retailers that were denounced by using some form of slave labor in their supply chains. The survey was conducted via survey data by self-report questionnaires available on the Internet (N = 217). The results showed that only environmental concern (ie, supporting social causes and sense of community) has an effect on the intention to stop buying firms. Despite the widely publicized scandals involving the use of slave labor by supply chain of the fashion industry, the results of this study showed that factors related to fashion orientation, such as fashion leadership and the importance of being well dressed, and shopping orientation, are not predictors of the intention of young consumers to stop buying products produced with the use of slave labor. That is, the individual learns about fashion trends in clothing and accessories, spends their resources on these items, but does not seem to be sensitive to the ways in which they are produced. The article discusses the implications of these results in the context of socially responsible retail consumption ands suggests further lines of inquiry.