Alexandra Zamfirache1, Theodora Arbănaș2
Abstract. This paper investigates the impact of employee exploitation in the fashion industry on consumer loyalty, considering the growing interest in ethical and sustainable practices. The study analyzes the relationship between working conditions and purchasing intention. Through quantitative market research, the authors found that although most consumers are aware of the reality of employee exploitation and reject non-transparent companies, only a fraction of them responsibly verify their sources of information, which highlights the need for a more proactive behavior in supporting ethical organizations within the fashion industry. Nevertheless, the present study highlights the importance of a responsible approach in the sector, with direct implications for consumer perception and behavior.
Keywords: fashion industry, purchase decision, consumer behavior, labor exploitation practices, consumer ethics.
DOI 10.56082/annalsarscieco.2026.2.31
1 Transilvania University of Brasov, Faculty of Economic Sciences and Business Administration, ORCID No. 0000-0002-6141-443X, alexandra.zamfirache@unitbv.ro
2 Transilvania University of Brasov, Faculty of Economic Sciences and Business Administration, ORCID No. 0009-0003-1180-651X, theodora.arbanas@unitbv.ro
PUBLISHED in Annals Academy of Romanian Scientists Series on Economy, Law, Sociology, Volume 9 no 2, 2026