The following empirical study was published in the Journal of Fair Trade, a peer-reviewed scholarly journal, and it focused on specific attributes held by consumers of Fair Trade fashion.
Dr. Shireen Musa was the lead author for this article, which provides an overview of the importance of Fair Trade fashion and develops a consumer-based scale to measure certain emotional and educational traits held by consumers of Fair Trade fashion.
The scale development process included interviewing several Fair Trade fashion industry experts and reviewing prior peer-reviewed journal articles to identify and validate specific questions that capture consumers’ attributes of compassion and desire for sustainability awareness.
The article titled “An empirical study identifying Fair Trade consumer attributes of compassion and sustainability awareness” was published in the Journal of Fair Trade (September 2021) and is also featured in FIT’s Newsroom.
FIT Newsroom Link – Fair Trade Buyers, by the Numbers – FIT Newsroom (fitnyc.edu)
Journal Link to Article – An empirical study identifying Fair Trade consumer attributes of compassion and sustainability awareness – ScienceOpen
Written by Dr. Shireen Musa
I really enjoyed reading this journal. It highlights the growing importance of Fair Trade practices and ethical consumerism in today’s fashion industry, discussing the development of new constructs to measure consumers’ compassion for themselves, others, and the environment (COOE) and their desire for sustainability awareness (DSA). It rightly emphasizes the increasing awareness and demand for Fair Trade and socially responsible products among consumers, reflecting a positive trend that signifies a growing consciousness about the social and environmental impact of consumer choices. Furthermore, the fashion industry’s conventional practices, often criticized for their environmental and social impact, are correctly highlighted for their unsustainability, encompassing issues such as low-cost labor, poor working conditions, and waste production. This underscores the urgent need for more sustainable practices in the industry. Corporate Social Responsibility (CSR) initiatives like Fair Trade are crucial in addressing the negative aspects of the fashion industry.
The journal underscores the role of CSR in promoting ethical practices and better treatment of workers in developing countries, representing an essential aspect of responsible business conduct. The development of new constructs to measure consumers’ compassion and sustainability awareness represents a significant step forward. Understanding these attributes can assist businesses in tailoring their marketing strategies and product offerings to align with consumer values and preferences. Moreover, the application of Social Identity Theory to the concept of compassion and consumer behavior adds an intriguing dimension. It suggests that consumers who identify with socially responsible values are more likely to make ethical choices in their purchasing decisions. Ultimately, the journal advocates for the support of Fair Trade practices and products, serving as a call to action for both consumers and businesses to contribute to a more ethical and sustainable fashion industry.
I have learned that the concept of a holistic compassion construct (COOE) was introduced in 2015 and refers to a person’s level of caring, patience, and respect towards themselves, others, and the environment. Studies have shown that individuals with higher levels of COOE are more likely to support principles of Fair Trade, such as fair wages and workplace safety for laborers. COOE is also linked to individual and communal well-being beliefs and practices, including being kind and respectful towards oneself and others. People who are concerned about social and environmental issues are likely to have increased levels of empathy and consideration for others and find unethical behaviors unacceptable. This COOE construct can be used to analyze Fair Trade fashion consumption and its impact on individuals and society.
This subject has caught my attention because of how helping the environment is so important since it also links to being respectful to others and helping others. Benefiting the environment not only has helped the environment, but when our surroundings are in welfare, then this will benefit the people.
The study on Fair Trade fashion consumer attributes is a crucial addition to the ongoing conversation about sustainability in the fashion industry. As someone who was recently introduced to the concept of sustainability at a conference, I have come to understand the importance of promoting and supporting sustainable practices in fashion. This study highlights the significance of consumer compassion and sustainability awareness in the Fair Trade fashion industry and provides valuable insights into how we can make ethical and sustainable fashion choices. I believe that we should all care about the planet and take responsibility for our actions, and this study reinforces the need to consider the environmental impact of our purchases. Overall, I appreciate the knowledge shared in this study and the emphasis on the importance of promoting sustainability in the fashion industry.
I really enjoyed reading this paper and its unique perspective on fair trade consumers. Self-compassion is an all-encompassing concept and when one has compassion for themselves, they will also have compassion for others, the planet, and will probably be more inclined to make mindful and educated purchases, with environmental and ethical issues in mind. Using COOE and DSA measurements can provide a new framework for attributing consumers and promoting awareness of these considerations in the fashion industry.
When thinking about how “CSR is also often seen as corporate citizenship or conscious capitalism”, it almost feels like irony. An issue with CSR is that corporations are designed to be profit-driven, and in a competitive market, decisions are made with the cost of expense in mind, which historically sacrifices the wellbeing and treatment of manufacturers behind the scenes, and for this reason sustainability initiatives seem counterintuitive. However, we are in an interesting time where diffusion due to technology, social media, and growing awareness is raising the general standard for what should be prioritized and even subject to as well as the increasing number of sustainability initiatives. As these initiatives become the norm, or an expectation, the COOE and DSA scales can guide research in the right direction as the fashion industry can be a mediator in leveraging social norms in a compassionate direction.
I found the compatibility of COOE with Social Identity Theory intriguing. I think this theory can actually apply to the fashion industry in many ways, as its evolution is largely transformed within the context of social groups and identity. With sustainability concerns predominating, there is the diffusion effect, and more are identifying with initiatives such as fair trade.
Best,
Serena