This research aims to understand consumer perception regarding the ethics which surround the fashion industry. The impact upon the environment from the fashion industry is growing due to consumer demand for an increased cycle of new fashion, decrease in garment price and the use of developing economies to reduce production costs. Although the fashion industry may not be at the fore of environmental concerns there is a body of evidence which suggests that current consumption levels are unsustainable and that consumer behaviour requires a change in order to be ethical. However, consumer behaviour is habitual and change will need to be facilitated easily and with additional consumer benefits (Memeryet al 2005; Schaefer and Crane 2005).
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