The Value of Fair Trade Fashion Through the Eyes of Female Consumers

Titre The Value of Fair Trade Fashion Through the Eyes of Female Consumers
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Auteur McKARAHER, Kristen
Date 2020
Pagination 89 p.
Notes Mémoire étudiant - Faculty of North Carolina State University.
Résumé Abstract : «Fair trade is a trading partnership based on dialogue, transparency, and respect that seeks greater equity in international trade. The mission is to provide better trading conditions and securing the rights of marginalized workers. Fair trade is a topic of great concern because to have a sustainable economy, people need to be treated well and respected for their craft, especially within the fashion community. Currently, there is limited research on fair trade fashion and motivations of consumers to continually purchase fair trade. Thus, the purpose of this study was to further the understanding of female consumers' behaviors and motivations towards purchasing fair trade fashion. This study investigated female consumers’ behaviors and motivations that are influential in their level of engagement with fair trade fashion. The specific variables that were explored among female consumers included: fair trade purchase intention, beliefs about fair trade, their pro- environmental behaviors, their sense of community, and shopping motivations. This study used a mixed method approach through qualitative interviews and a quantitative survey. Using a qualitative approach, seven female consumers of fair trade fashion were interviewed through semi-structured, in depth interviews. The interviews were audio-taped, and afterwards transcribed verbatim for data analysis. Results from the qualitative portion of this study emerged four themes. Using a quantitative approach, an online survey was distributed to subjects recruited through a local, fair trade boutique owner. SPSS data analysis software was utilized to conduct various tests on the relationships of the data collected from the survey. Linear regression was used to examine the proposed relationships between shopping motivations, fair trade purchase intention, fair trade beliefs, pro- environmental behaviors, and sense of community. Results of the quantitative portion suggest there was no statistically significant relationship between the variables. A potential reason for this outcome is the unique type of consumer surveyed. Their relationship with the local, fair trade boutique and owner could be a strong motivator for them to purchase fair trade fashion instead of the variables assessed. Findings from this study will not only provide great insights on female consumers’ motivations for purchasing fair trade fashion, but also more importantly will provide great managerial implications to fair trade fashion brands in their endeavor to increase female consumer engagement. Limitations of this study were discussed, and recommendations were provided for future studies.»

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