The Role of Compassion and Sustainability Awareness on Fair Trade Fashion Consumption

Shireen Musa, Pace University

Abstract

While there is growing awareness, concern and expectation among stakeholders for companies to implement Corporate Social Responsibility (CSR) policies, the fashion industry’s current unsustainable global supply chains and product lifecycles leave a lot to be desired. As a form of sustainability and CSR, Fair Trade apparel bridges that gap. Since Fair Trade consumers support environmental and societal sustainability initiatives, this study focuses on the role that a) Compassion for Oneself, Others and the Environment (COOE) and b) Desire for Sustainability Awareness (DSA) have on Fair Trade Fashion Consumption (FTFC). Data was collected and reviewed through non-experimental associational research design, involving consumers who may or may not purchase Fair Trade clothing. Online surveys were distributed to 1,197 individuals. The population included consumers who were likely to shop at Fair Trade clothing companies and consumers who were likely to shop at conventional clothing companies. Two hundred fifty-eight respondents make up the sample N = 258. Results were analyzed through correlation and multiple regression. It was found that COOE and DSA are positively related to FTFC. In addition, Internet Engagement (IE) functions as a moderator for the relationship between DSA and FTFC.

Subject Area

Marketing

Recommended Citation

Musa, Shireen, "The Role of Compassion and Sustainability Awareness on Fair Trade Fashion Consumption" (2018). ETD Collection for Pace University. AAI13810019.
https://digitalcommons.pace.edu/dissertations/AAI13810019

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