Hitting the High Street: A phenomenological exploration of professional mothers' attitudes towards consuming ethical fashion

Citation

Ritch EL & Schroder MJ (2010) Hitting the High Street: A phenomenological exploration of professional mothers' attitudes towards consuming ethical fashion. Queen Margaret University PhD Conference 2010, Queen Margaret University, 25.11.2010-25.11.2010. http://conferencing.qmu.ac.uk/index.php/PhD/PhD2010

Abstract
The inclusion by mainstream food retailers and supermarkets of Fairtrade and organic products has been both noted and appreciated by consumers for ensuring accessability and affordability of ethical produce. However, the ease of consuming products comparable with consumers moral ethical values has not transferred to high street fashion retailers. This paper will present the dilemma experienced by consumers who shop in the main on the high street for fashion items and currently do not have the option to consume ethical fashion. Through phenomenological interviews, professional mothers explore the application of heuristics to lessen the guilt of their inability to align their morals and values with fashion consumption, for themselves and their family. The paper concludes that consumers are increasingly aware of bad ethical practice and this impacts upon their choice of high street retailer. Due to the distinct lack of information available to consumers, heuristics are applied as are assumptions based on previous knowledge. However, over all consumers would prefer assurance of good ethical provenance, and currently the high street is failing to provide this option.