Creating Designs to Improve Consumer‟s Awareness and Purchasing Behavior towards Ethical Fashion

Abstract

Apparel industry has a crucial impact on environment. In order to fight against these environmental impacts, there is a substantial development of the ethical fashion. There is a wide variety of ethical issues affecting the fashion industry and the consumer. Consumers' concerns and beliefs about, knowledge and support for ethical issues can effectively enhance their reception of ethical fashion and shape their purchase behavior. This research aims to improve the consumers' awareness and change his purchasing behavior to be more ethically, through creating printing designs which reflect the ethical fashion values and concepts on proper T-shirts for women. To investigate the influence of these designs, the researcher designed a questionnaire which has been conducted with women (18-30 years). Results indicate that questionnaire Items were positive with an overall mean score of 4.88 (% of mean = 97.6%). The majority of respondents agreed to with 11 T-shirts.