Consumer’s purchase intention of ethical fashion. Examining beliefs about fashion industry and attitudes towards ethical fashion

Globalization and the developments of supply chain have made inexpensive labor and the low production costs of developing countries available to businesses worldwide. Unfortunately, these developments have also led to the exploitation of human and natural resources. The increasing supply of cheap and fashionable clothing has created a contradiction between consumers’ concerns for sustainability and their purchase behavior in the fashion industry. Since the uncovering of several sweatshop scandals in the 1980’s and 1990’s ethical fashion brands have started to emerge. Ethical fashion has sparked the interest of consumers and studies have shown promising positive attitudes towards it. However, these attitudes have failed to translate into action and purchase behavior of ethical fashion has not reached the expectations. In order to translate the positive attitudes into buying companies must understand consumer’s motivations and reasons behind the purchase decision. The objective of this study is to understand the antecedents behind young consumer’s purchase intention of ethical fashion. The study is based on the theory of planned behavior which has been widely used to study consumer behavior and purchase decisions. The theory has also been used in ethical decision-making and fashion context before. According to the theory, in order to understand purchase intentions consumer’s attitudes toward buying ethical fashion were studied. The theory also states that attitudes are formed from beliefs, thus, consumer’s beliefs about the fashion industry were studied. To contribute to existing research, the effect of sweatshop issues and environmental issues were compared. The data was collected from university students (n=617) with an online survey. The results were analyzed by statistical methods and they revealed that young Finnish consumers hold positive attitudes towards buying ethical fashion as well as positive purchase intentions of ethical fashion. A strong relationship was found between positive attitudes and positive purchase intentions. Also, the more negative consumers’ beliefs of the fashion industry were the more positive their attitudes toward buying ethical fashion were. In contradiction to previous research this study revealed that environmental issues had greater effect on attitudes than sweatshop issues. Interesting differences between consumers were found depending on their field of education. Students from humanities and social sciences held the most negative beliefs as well as most positive attitudes and purchase intentions of ethical fashion.

From social action to business action - A qualitative research on the professionalization process of a blogger: Case P.s. I Love Fashion -blog

Blogging is one of the most common forms of social media today. Blogs have become a powerful media and bloggers are settled stakeholders to marketers. Commercialization of the blogosphere has enabled an increasing number of bloggers professionalize and blog as a full-time occupation. The purpose of this study is to understand the professionalization process of a blogger from an amateur blogger to a professional actor. The following sub-questions were used to further elaborate the topic: What have been the meaningful events and developments fostering professionalization? What are the prerequisites for popularity in blogging? Are there any key success factors to acknowledge in order being able to make business out of your blog? The theoretical framework of this study was formed based on the two chosen focus areas for professionalization; social drivers and business drivers. The theoretical framework is based on literature from fields of marketing and social sciences, as well as previous research on social media, blogging and professionalization. The study is a qualitative case-study and the research data was collected in a semi-structured interview. The case chosen to this study is a lifestyle-blog. The writer of the case blog has been able to develop her blog to become a full-time professional blogger. Based on the results, the professionalization process of a blogger is not a defined process, but instead comprised of coincidental events as well as considered advancements. Success in blogging is based on the bloggers own motivation and passion for writing and expressing oneself in the form of a blog, instead of a systematic construction of a successful career in blogging. Networking with other bloggers as well as affiliates was seen as an important success factor. Popularity in the blogosphere and a high number of followers enable professionalization, as marketers actively seek to collaborate with popular bloggers with strong personal brands. Bloggers with strong personal brands are especially attractive due to their opinion leadership in their reference group. A blogger can act professionally either as entrepreneur or blogging for a commercial webpage. According to the results of this study, it is beneficial for the blogger’s professional development as well as career progress, to act on different operating models

Regulation of Spermatogenesis: Differentiation of GFP-labeled Stem Cells and the Function of Cytoplasmic Bridges

During spermatogenesis, different genes are expressed in a strictly coordinated fashion providing an excellent model to study cell differentiation. Recent identification of testis specific genes and the development of green fluorescence protein (GFP) transgene technology and an in vivo system for studying the differentiation of transplanted male germ cells in infertile testis has opened new possibilities for studying the male germ cell differentiation at molecular level. We have employed these techniques in combination with transillumination based stage recognition (Parvinen and Vanha-Perttula, 1972) and squash preparation techniques (Parvinen and Hecht, 1981) to study the regulation of male germ cell differentiation. By using transgenic mice expressing enhanced-(E)GFP as a marker we have studied the expression and hormonal regulation of beta-actin and acrosin proteins in the developmentally different living male germ cells. Beta-actin was demonstrated in all male germ cells, whereas acrosin was expressed only in late meiotic and in postmeiotic cells. Follicle stimulating hormone stimulated b-actin-EGFP expression at stages I-VI and enhanced the formation of microtubules in spermatids and this way reduced the size of the acrosomic system. When EGFP expressing spermatogonial stem cells were transplanted into infertile mouse testis differentiation and the synchronized development of male germ cells could be observed during six months observation time. Each colony developed independently and maintained typical stage-dependent cell associations. Furthermore, if more than two colonies were fused, each of them was adjusted to one stage and synchronized. By studying living spermatids we were able to demonstrate novel functions for Golgi complex and chromatoid body in material sharing between neighbor spermatids. Immunosytochemical analyses revealed a transport of haploid cell specific proteins in spermatids (TRA54 and Shippo1) and through the intercellular bridges (TRA54). Cytoskeleton inhibitor (nocodazole) demonstrated the importance of microtubules in material sharing between spermatids and in preserving the integrity of the chromatoid body. Golgi complex inhibitor, brefeldin A, revealed the great importance of Golgi complex i) in acrosomic system formation ii) TRA54 translation and in iii) granule trafficking between spermatids.