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The goal of this thesis is to ascertain what aspects of open working circumstances influence consumerspurchasing decisions and how the case firm may tell consumers of the brandsmoral standards. By learning what type of data the client is interested in getting and how, the study is done to better serve the customer. The purchase of ethical apparel is the main topic of this thesis. The core theory underlying customer behaviour and decision-making, as well as moral purchasing, is introduced in the theoretical framework, which is assembled from numerous books, papers, and websites. The discussion of ethical clothes, the slow fashion movement, sustainability, transparency, and problems in the fashion business follows the theory portion. A structured questionnaire was used as part of a quantitative research strategy to learn more about the attitudes and purchasing habits of consumers. The survey indicates that there is significant interest in additional ethical apparel options. The results show that customers demand easy access to information regarding ethics while shopping. Consumers need more openness and readily available information about brands and their goods. The issue is urgent, and as customers gain knowledge and awareness of ethical issues, they may demand better business practises from organisations and pressure the fashion sector to enhance its social and ethical policies.

Copyright © 2023 Ria Hembrom. This is an open access article distributed under the Creative Commons Attribution License.