The Emergence of a New Business Approach in the Fashion and Apparel Industry: The Ethical Retailer

IF 3.7 4区 管理学 Q2 BUSINESS Journal of Macromarketing Pub Date : 2023-06-04 DOI:10.1177/02761467231180456
Livia Tiemi Bastos Rudolph, Mariana Bassi Suter, S. R. Barakat
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Abstract

This study sought to examine new marketing ethics (ME) practices that can foster strong moral grounding in the fashion and apparel retail firms to delineate a new approach within this industry. We built on the distributive justice and stakeholder orientation literature to conduct a multi-case study with 15 self-proclaimed ethical fashion and apparel retailers to identify whether and how they differ from traditional and fast fashion retailers. Several data collection techniques were used to gather the evidence (i.e., direct observation, physical and online interviews) combined with a netnographic approach (i.e., online observation of websites and social media content). Our findings show that these firms are guided by ethical-centered values, which are reflected in their product components, purpose, communication practices, and sourcing practices, which point to the emergence of a new business approach. We contribute to the macromarketing literature by identifying a new perspective on the role of morality in ME based on distributive justice principles and stakeholder orientation. We also propose a more refined definition of ethical fashion and apparel retailers.
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时尚和服装行业新商业模式的出现:道德零售商
本研究旨在研究新的营销伦理(ME)实践,这些实践可以在时尚和服装零售公司中培养强大的道德基础,以描绘该行业的新方法。我们以分配公正和利益相关者导向的文献为基础,对15家自称道德的时尚和服装零售商进行了多案例研究,以确定他们与传统和快时尚零售商是否不同,以及如何不同。使用了几种数据收集技术来收集证据(即直接观察、物理和在线访谈),并结合了网络方法(即对网站和社交媒体内容的在线观察)。我们的研究结果表明,这些公司以道德为中心的价值观为指导,这反映在他们的产品组成、目的、沟通实践和采购实践中,这表明了一种新的商业方法的出现。我们通过基于分配正义原则和利益相关者导向确定道德在ME中的作用的新视角,为宏观营销文献做出了贡献。我们还建议对道德时尚和服装零售商进行更精确的定义。
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来源期刊
CiteScore
5.00
自引率
25.80%
发文量
46
期刊介绍: The Journal of Macromarketing is primarily a marketing journal (although it includes a wide range of social science disciplines) that focuses on important societal issues as they are affected by marketing and on how society affects the conduct of marketing. The journal covers macromarketing areas such as marketing and public policy, marketing and development, marketing and the quality of life, and the history of marketing.
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