An Investigation into whether Ethical Apathy exists in Queen Margaret University Female Students aged 18-24, towards the UK Fashion Industry today.

An investigation will take place to fully explore whether ethical apathy exists within Queen Margaret University female students towards the UK fashion industry today. The study aims to: • To prove the possible existence of an "ethical consumer". • To investigate into the attitudes of consumers by considering feelings towards the human rights aspect in particular (cheap labour, poor wages etc.) • To provide further investigation into the awareness of ethical consumerism among consumers in the UK today and to provide solutions of what more can be done to increase awareness among consumers. Rationale for research conducted within this topic area was determined by the lack of knowledge surrounding ethical fashion. It can be said there is no true definition of ethical fashion among consumer and poor practices involving child labour and slave wages by companies is on going. The research process incorporated face to face in-depth interviews. The researcher was able to develop and explore further opinions of interviews in terms of ethical fashion via the qualitative technique. Overall, 12 interviewees were recruited for this process, with two being used as pilots. Limitations presented themselves within the study due to the size of the sample, the gender of the sample and the location of the study. Constraints such as money and time also contributed towards the limitations however rich data was gathered from the research process. Results and findings indicated a level of awareness of ethical fashion among consumers. However this find did not translate into purchasing ethically made garments due to lack of awareness on behalf of the consumer and business. Findings were able however to provide possible solutions available to both parties in order to raise awareness and ultimately change consumers buying behaviour to result in ethical purchases being made.ba_retunpub1410_ethesesunpu