Markets, Globalization & Development Review


In continuation of our previous work, “The Impact of Ethical Concerns on Fashion Consumerism: A Review,” we present here empirically based reports to support our argument that ethical concerns in the fashion industry affect consumer behavior. In line with Paper I, the initial paper of this series, we address the concept of ethical marketing, with a focus on the two dimensions of sustainable environmental practices and societally appropriate messaging. The linkages of ethical concerns in fashion with corporate image and financial performance are explored, using a set of 15 real-life cases and anecdotes. We identify challenges in this area, offer guidance to practitioners in the field, and identify venues for further scholarly inquiry. We hope to contribute in this important and growing area of concern by presenting prior controversies and highlighting best practices, thus facilitating the process of learning through others’ failures and successes.

Author Bio

Lena Cavusoglu is a PhD student in Business Administration at Izmir University of Economics, Turkey, from which she received a B.A. degree in Public Relations and Advertising. She received a master's degree in Strategic Design from Politecnico di Milano, Italy, in 2011 and an MBA degree from Georgia State University, USA, in 2013. Her research interest concentrates on consumer behavior especially fashion studies and social media.

Dr. Mourad Dakhli is associate professor of International Business at Georgia State University, Atlanta, Georgia, USA, and visiting professor at Shanghai Business School, China. He holds a Ph.D. from the Moore School of Business at the University of South Carolina. His research centers on the value- generating processes of human and social capital across different cultural and institutional settings and the implications on learning and innovation.

Creative Commons License

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 License.