The Moral Dilemma in Fashion: Using the Prisoner’s Dilemma Game on Animals and the Environment

Abstract This study aims to determine the optimal solution to the dilemma that arises from vegan fashion materials by identifying current vegan or cruelty-free fashion brands that advocate “animal-friendly” and revealing how animal ethics should be expressed so that consumers more effectively accept it. This research applies the “prisoner’s dilemma,” which is a situation that is often used in game theory. First, the solution to the dilemma of vegan fashion materials using Pareto efficiency is more ideal and rational than that of the Nash equilibrium point. Second, this study finds that many vegan fashion brands use a blend of synthetic materials rather than animal-derived materials. While all cruelty-free fashion brands have been cooperative with the environment, some are treacherous to animals by allowing the manufacture of animal materials. Additionally, animal-friendly brands are being developed mainly in the United States and Canada.