The impact of ethical fashion on Spanish consumers

This study examines the relationship between consumer behavior and ethical fashion by focusing on the fast- fashion retailing industry through Spanish consumers. Hence, it contributes to the ethical fashion and consumer behavior literature and provides noteworthy data for practitioners. The findings are supported by the quantitative analysis of surveys conducted with 462 Spanish consumers. The findings reveal that Spanish consumers have difficulties linking ethics to the fashion and apparel industry; furthermore, the ethical communication of fashion brands is not considered transparent. Lastly, it is concluded that ethical fashion has a positive impact on purchase behavior only when consumers have a high level of ethical concern.