The market place has seen significant growth in the demand for 'ethical'
products and services. Yet, consumers often experience knowledge,
evaluation and choice uncertainties in decision-making processes,
particularly in relation to products such as ethical clothing. The
authors explore this pertinent form of consumer uncertainty through
three qualitative studies of ethical consumers that examine their
approaches to clothing consumption. In-depth interviews and focus groups
confirm uncertainty arises; the results also identify the causes and
consequences of consumer uncertainty in this context. The causes of
uncertainty pertain to issues surrounding complexity, ambiguity,
conflict and credibility that give rise to uncertainties that result in
delaying purchase decisions, compromising beliefs and negative emotions.
This study contributes to literature by offering a holistic
understanding of the challenges facing consumers when making ethical
choices. [ABSTRACT FROM AUTHOR]