Cross-Generational Investigation of Ethics and Sustainability. Insights from Romanian Retailing

Dan Cristian Dabija, Cătălin Postelnicu () and Vasile Dinu ()
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Cătălin Postelnicu: Babeş-Bolyai University
Vasile Dinu: Bucharest University of Economic Studies

A chapter in Current Issues in Corporate Social Responsibility, 2018, pp 141-163 from Springer

Abstract: Abstract When targeting consumers, retailers have to increasingly rely on ethical principles, motivated by the need to achieve a favourable competitive position in their minds, exhibit a sustainable behavior and ensure the aesthetics and durability of sold merchandise. Business practices such as exploitation of labour, environment pollutionPollution , enforcing inhumane working conditions etc. are sanctionable worldwide and are key factors for individuals when taking buying decisions. Based on a cross-generational empirical analysis in an emerging market, the paper examines their perception level towards ethical principles implemented by fashion, footwear and sportswear retailers when defining a sustainable strategy. The results clearly show that retailers concerned about respecting ethical principles on emerging markets, where consumers tend to be even more rigorous in their judgments of retailers actions and strategies. Regardless of their age, consumers select retailers which implement sustainable strategies, e.g. regarding reduction of pollutionPollution , selling green or environmentally friendly products, respect employees and working conditions etc.

Keywords: Sportswear; Baby boomersBaby Boomers; Footwear Retailers; Normative Assessment; Fashion Articles (search for similar items in EconPapers)
Date: 2018
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Persistent link: https://EconPapers.repec.org/RePEc:spr:csrchp:978-3-319-70449-4_10

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DOI: 10.1007/978-3-319-70449-4_10

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