Is fashion universally responsible? Not quite. While global awareness surrounding the social and environmental impact of the industry continues to grow, consumer behaviors remain deeply influenced by cultural and economic differences.
This is the main conclusion of a study conducted by two researchers, Fabian Bartsch (Montpellier Business School) and Thi Thanh Huong Tran (Skema Business School), who analyzed consumer reactions to brands’ ethical failures across twelve countries, from Europe to Southeast Asia.
### A Global Ethical Consciousness… But at Two Speeds
Around the world, scandals related to major brands – labor exploitation, discriminatory advertising, textile pollution – provoke strong reactions. Whether it’s Levi’s, Zara, H&M, or Shein, criticisms on social media are multiplying, pushing brands to greenwash their narratives and display their commitments. However, this indignation varies in intensity across different regions of the world.
In Western markets (Europe, United States, Australia…), strict regulations and social pressure encourage a stringent attitude: the “ethical” consumer does not hesitate to boycott a brand accused of wrongdoing. Campaigns like #Boycott or #WhoMadeMyClothes resonate widely there.
Conversely, in emerging Southeast Asian countries (Vietnam, Indonesia, Malaysia…), the situation is more nuanced: price remains a decisive factor, and many consumers turn a blind eye to questionable practices as long as products remain affordable.
### Values Influenced by Local Institutions
According to institutional theory, as noted by the authors, ethical behaviors are shaped by social norms, beliefs, and the legal framework unique to each society. Thus, countries where social justice and civic activism are entrenched react more strongly to corporate wrongdoings. The study highlights an ethical divide between Western and Asian societies: the former condemn, while the latter rationalize.
### When Ethics Meets Purchasing Power Reality
This difference in sensitivity translates into consumption patterns: in Europe, a moral scandal can destroy a brand; in Asia, it is often perceived as a “detail” in the face of economic constraints. However, the researchers observe a generational shift: Asia’s youth, more connected and informed, is beginning to demand greater transparency. Educational campaigns and ethical labels are gaining traction.
### The Challenge for Global Brands
For major brands, the message is clear: ethics have become an indispensable commercial argument, but must adapt to local realities.
– In the West, it is crucial to demonstrate a strong stance on human rights, sustainability, and social responsibility.
– In Asia, the challenge is to gradually educate consumers on these concepts without sacrificing affordability.
The key to success? Focus on transparency, traceability, and consistency of actions, rather than mere green marketing.
### Towards a Global Ethics?
Mindsets are evolving, slowly but surely. Certain practices – forced labor, discrimination, extreme pollution – are now universally rejected. The challenge for brands is thus to combine global responsibility with cultural adaptation: a complex but essential equation in a world where the consumer is no longer just a buyer but a moral judge.