Marketing Tactics for Sustainable Fashion and the Circular Economy: The Impact of Ethical Labels on Fast Fashion Choice

This study aimed to contribute the empirical literature on ethical fashion labelling. It investigates if complex, ethical, point-of-sale labels that ‘rate’ products’ status an ordinal scale influence consumer evaluations of fast-fashion garments (a) in any significant way at all and (b) a is consistent with their reported scores. In experiment, 400 consumers evaluated set four two levels Tearfund label, generic binary label no label. Purchase intention was dependent variable. The presence promoted significantly higher garment purchase intention, whatever indicating. Thus, rating did but not useful way. novel finding indicates are by using similar subconscious heuristic decision processes those found fast-moving goods (FMCG) markets. Ethical rely cognitive processing may therefore be ineffective, simpler iconic brand-like systems can support more setting.