Cultural aspects on ‘ethical consumerism’ for textiles: A German-Russian comparison

Abstract The paper at hand sheds light on consumer awareness of and attitudes toward sustainability as well as its influence on purchasing decisions. More specifically, it analyses the cultural dimensions and discusses the Western European and Russian systems of values to explain the differences in customer perception of ethical consumption. A consumer survey was conducted in both countries and the clusters of consumer types were determined. The results suggest that consumers in both countries belong to three different types of clusters and it was examined what effect cultural dimensions have on consumers’ perceptions of sustainable consumption of clothes.