AN EXPLORATORY STUDY ON CONSUMERS ATTITUDES TOWARDS ETHICAL FASHION CONSUMPTION: MOTIVATORS AND BARRIERS

Abstract

This study aims to identify how generation Y consumers approach to ethical fashion, the main factors that motive them for having this kind of a lifestyle and factors which act as a barrier in ethical consumption. In order to find out the answers to these questions, an exploratory study was carried out with three focus groups in Turkey. Through focus group discussions it became apparent that participants find these products unfashionable and expensive and also see it as a luxury lifestyle. People generally approach with skepticism. They perceive financial and performance risk for organic and fair trade products or products made of recycled materials. Consumer's spendable budget for fashion, lack of awareness and trust are mentioned as the most effective barriers, while beliefs on the health, emotional and social image benefits, environmental and social consciousness are declared to be the motivators behind.