An Exploration of the Product Image of Ethical Clothing

This thesis aims to explore the product image of ethical clothing. While the advancement of ethical clothing is contingent upon the acceptance and support of consumers, our understanding of how consumers perceive ethical clothing remains limited. The study of product image can offer a promising lens through which to uncover the meanings that consumers attach to ethical clothing. However, no research to date has explicitly addressed the product image of ethical clothing. This thesis is therefore the first study to fill this research gap by integrating the notion of product image with ethical clothing research. The key research question is as follows: ‘How can we understand product image in the context of ethical clothing?’ A holistic perspective is adopted to treat product image as a multidimensional concept. In-depth qualitative elicitation interviews were conducted face-to-face and one-to-one with 30 Generation Y participants. The findings of this thesis demonstrate that the product image of ethical clothing consists of the following four key dimensions: the cognitive image, affective image, symbolic image and the perceived benefits and sacrifices, with each dimension encompassing a variety of sub-dimensions and elements. The thesis stresses that the product image of ethical clothing is multidimensional and complex. The product image of ethical clothing represents a picture of ethical clothing in the minds of consumers, and the thesis highlights that it contains paradoxical and conflicting elements. The main theoretical contribution of this thesis is to extend the existing knowledge of ethical clothing by offering a novel perspective to capture consumers’ understanding of ethical clothing from the perspective of product image. Its primary methodological contribution is the use of elicitation techniques in the context of ethical clothing research. The thesis also has practical implications for ethical clothing brands. The findings of this research demonstrate that it is crucial to cultivate a positive and desirable product image.