Consumer trust and mistrust in ethical fashion

Under the Velux Foundation project ’Trust and Mistrust in the Ethics of the Fashion Industry’, a Ph.D. scholarship is available on the theme of the emergent market for ethical fashion. The project can either zoom in on the heterogeneous but growing ethical fashion sector (which includes niche brands with a strong ethical concept, as well as various initiatives in terms of anti-sweatshop guarantees, against animal testing, corporate social responsibility, organic cotton, sustainability and several others). Or it can focus on a qualitative study of the consumers of ethical fashion, with special attention paid to the recent shift from a niche market – in which consumers were mostly activists and others dedicated to a consistent lifestyle – to a mainstream market – in which commitment and trust are much more fluid. Or, preferably, it can study the relationship between consumers and industry on the basis of the concepts of trust and mistrust.

The Ph.D. candidate will be enrolled in Department of Intercultural Communication and Management at CBS under the supervision of Lise Skov (+ co-supervisor). Start time: end 2008/early 2009.

Those interested are welcome to contact Lise Skov ls.ikl@cbs.dk for further information.