Understanding how consumer behavior is influenced by a company's impact on society and/or the environment has been the focus of a number of studies throughout the 1980s and 1990s. Lacking from the growing body of knowledge are studies that explore the topic from a qualitative perspective. The purposes of this study were to (1) identify the range of consumer motivations for purchasing apparel from socially responsible businesses (SRBs) and (2) determien which factors motivate the largest number of consumers to shop from SRBs.
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