Free Fashion! Consumer behavior in the face of working conditions alluding to slavery
DOI:
https://doi.org/10.51359/2526-7884.2020.244713Keywords:
free fashion, conscious consumption, inclination to purchase.Abstract
This article aims to identify consumers' perception of working conditions alluding to slavery and inclination to purchase. To this end, three focus groups were carried out with women, starting from a semi-structured script, considering the categories: meanings of fashion consumption, consumer perception about working conditions in the textile industries and consumer perception about conscious fashion movements. From the analysis, it was observed that the working conditions in the textile industries are not considered criteria in the purchase decision by consumers, since the participants consider that conscious consumption is related to the sustainability of the materials, reduction of the production surplus or environmental causes. Additionally, it is concluded that the consumer has his share of responsibility when buying from companies involved with such cases and applications such as Moda Livre can help in his awareness.References
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