Sweat it out

Description

Many consumers purchase sweatshop products, despite the hazardous conditions for workers. The psychological factors that influence (un) ethical garment purchasing are not well understood. Two studies explored consumers’ knowledge, attitudes, and behaviour. University students (Study 1; N = 130) said they would pay more for ethically-labelled garments, particularly students who were community and future-orientated. Importantly, most students were unaware of where to purchase ethical garments. In Study 2, female undergraduate students (N = 74) were randomly assigned to read about a sweatshop collapse or garment care. Students who read about the disaster chose more ‘sweatshop-free’ garments in a virtual shopping task. All students spent similarly (clothes, accessories, and in general) in the week following the experiment, however. Students may buy ethically-made garments if clearly labelled, but sweatshop information in the media may not affect consumer behaviour. Changes in public policy and education about the human costs of overconsumption are needed.
Author Keywords: Decision making, Ethical garments, Ethical purchasing, Materialism, Overconsumption