The influence of ethical production practices on consumer purchase intention from ultrafast fashion e-tailers

Abstract

The ultrafast fashion industry has been widely criticised for its unsustainable and unethical production practices, including obsolescence and excessive consumption. Recent studies have shown a growing demand for sustainable and ethical practices, particularly in the ultrafast fashion sector. However, research into the influence of ethical production practices on consumer purchasing intention in fast fashion is still limited. Using the Theory of Planned Behaviour, this research investigates whether South African consumers’ attitudes and subjective norms towards ethical production practices, and perceived behavioural control, where ethical production practices are concerned, influence consumers’ intention to purchase from ultrafast fashion e-tailers. The primary data collection method is an online questionnaire distributed via email and social networking platforms. The study found positive relationships between consumers' attitudes, subjective norms, perceived behavioural control, and consumers’ intention to purchase from ultrafast fashion e-tailers. These results suggest that consumers are becoming more knowledgeable of the fast fashion industry's ethical and environmental challenges and express concern for ethical production practices