As cheap as humanly possible: why consumers care less about worker welfare

Purpose Worker welfare and modern slavery within the fashion industry remain a key supply chain challenge for many retailers, consumers, governments advocacy groups. Yet, despite publicised worker-welfare violations, retailers continue to post record sales profits, indicating that consumer concern does not always translate at cash register. Research has shown worker is less salient area of aim this research investigate reasons why may be case. Design/methodology/approach Due exploratory nature research, qualitative methodology was deemed most appropriate. Twenty-one semi-structured interviews were conducted with Australian fast-fashion consumers underlying violations are likely elicit pro-social behavioural change concern. Findings This study found perceive concerns both proximal cultural distance themselves, therefore struggle connect issues associated slavery. Additionally, there an social consensus exploitative practices accepted part ensure continuation low-cost clothing. Despite awareness acknowledgement ethically wrong, other values often influenced purchase behaviour level expressed towards garment workers. Originality/value first apply psychological in context better understand perceptions Responding calls further into ethical consumption apparel, develops in-depth understanding consumers. Extending on current literature, qualitatively investigates sentiment welfare, identifying greatest barriers consumers' levels In addition theoretical contribution fashion, ethics business article provides insight guide practice.