Designing an ethical decision-making model for consumers in the clothing industry

Identifying consumers’ decision-making approaches in every industry is necessary. This study investigates consumers’ ethical decision-making approach in the clothing industry. This qualitative exploratory study uses grounded theory and is applied in terms of purpose. The research data were collected using semi-structured interviews with ۱۷ experts, including business management professors and clothing industry activists, who were selected intentionally; the data were analyzed using MaxQDA۲۰۲۰ and the Grounded theory approach. This research identifies six categories. First, strategies that include government policymaking and empowering the business environment. Second, intervening factors include social relations and government policies. Third, consequences include sustainable development in Iran, increasing sellers' and producers' capacities, and enhancing customers' qualitative and quantitative levels. Fourth, contextual factors include individual and environmental factors. Fifth, causal factors include internal and external factors. Sixth, consumers' ethical decision-making includes supporting national production, ethical decision-making approaches, avoiding extravagance and luxury, and applying environmental ethics. All social entities across the country need to pay attention to ethical decision-making to see its reflection in consumers, from the individual level to the government.

Keywords:

Ethics , ethical decision-making , Consumer , garment industry