TheEthical Consumption of Children`s Wear

Ethicalconsumption is defined as the consumer`s role in preventing theexploitation of human beings in the production of goods. It involvesconsideration of environmental production costs natural resourcesdepletion and human costs. In this study, the researcher will set outto find out the responsibility of consumers to consume ethicallywhile purchasing children wear. Seeing as most children shop forclothes with their parents, are we to hold them responsible forunethical shopping or are the parents to be blamed.

Backgroundof the study

Somepeople are not aware if the clothes they purchase are producedfairly. Women and children make some clothes in the sweatshops ofoverseas countries. This ignorance is passed down to our children asit is the responsibility of the adult to enlighten them to practiceethical consumerism. Mothers are most apprehensive about the qualityof clothes that their children wear (Mintel 2010). In order forconsumers to care about ethical consumption, and there need to be adirect link that personally affects them. This study will set out tofind out if parents and children practice ethical consumption of kidswear Boulstridge and Carrigan (2000).


Howinformed are consumers about ethical consumption? The general issuethat the study will focus on is ethical fashion, but morespecifically the ethical consumption children wear. I will hope tofind out if parents are aware and informed about ethical issuessurrounding the fashion.


Shouldchildren who shop with their parents be held responsible for notshopping ethically?

Areparents aware of ethical consumption?

Dothey care about the production process of clothes for their children?

Objectivesof the study

Tofind out if children who shop under supervision of their parentsshould be held accountable for not shopping ethically.

Toexamine whether parents are conscious of right consumptions.

Toexhibit whether parents are concerned about the fabrication of theirchildren`s outfit.

Significanceof the study

Thisstudy will prove important to parents and guardians who purchasecloth for their children because it will make them aware of theirethical responsibilities while shopping. It will also be important tochildren who are just beginning to take the responsibility ofshopping for clothes alone.


Thereis a significant amount of work published on the subject of ethicalfashion. Ethical consumer(2003) wrote that the core agenda of theethical consumer is to promote their well-being by practicingpurchasing behavior that avoids exploitation of other living things.

Gallagher(2013) said that in 2012 children wear was ranked the best performingelement of retail. This shows that this product is fast selling, butare the consumers aware of their moral responsibility while shopping.

Accordingto Mintel, 49% of children between the age of 7 and 9 chose their clothing although they hop with their parents. We are compelled tohold these children who choose their clothing responsible for theirshopping morals.Consumers are becoming increasingly aware of theconsequences of their purchase, particularly in relation to theviolation of human rights in Sweatshops (Dickson 2001). Knowledgeabout ethical fashion helps persons be more responsible about theirclothes purchases.


Themethods that will be applied in acquiring data will be interviewmethod, questionnaire method, and survey method. These researchmethods will be adequate and relevant for collecting suitable dataneeded to meet the objectives of this study. The questionnaire is afast and easy way of collecting a wide range of data. After analysis,the data will be presented in table form to make it easier to drawconclusions.


Ethicalconsumer (2003),&quotwhy buy ethically?An introduction to the philosophy behind ethical purchasing&quot,available at: www.ethicalconsumer.org.

Dickson,M. (2001). Utilityof no sweat labels for apparel consumers: profiling label users andpredicting their purchases.Journal of Consumer Affairs.

Gallagher,V. (2013). Online Sales Boost Fashion Revenues. Drapers. June 4th.

Mintel.(2010). Children`swear.Mintel Academic.

Mintel.(2013). Children`swearUK. Mintel Academic.

Tomolillo,D. and Shaw, D. (2004), &quotUndressingthe ethical issues in fashion: a consumer perspective&quot,in Bruce, M., Moore, C., and Birtwistle, G. (Eds), InternationalRetail Marketing: A Case Study Approach, ElsevierButterworth-Heinemann, Oxford, pp. 141-52.

Paulins,V.A. and Hillery, J.L. (2009),Ethics in the Fashion Industry, FairchildBooks, New York,