Ethically minded consumer behavior of apparelHrlec Gorše, Maja (Avtor) Kos Koklič, Mateja (Avtor) Zalokar, Anže (Avtor) marketingconsumer behavioursustainable developmentethically minded consumer behaviorpurchase of ethical clothesreasons for/against buyingsubjective knowledgeThis research examines the ethically minded consumer behavior (EMCB) and its antecedents and consequences in the context of ethical clothes. Its objective is to test the relationships among the reasons for and against buying, subjective knowledge, EMCB and intention to purchase ethical clothes. The authors use survey data from 280 consumers to test the conceptual model. Support is provided for the majority of the hypothesized relationships: reasons for buying and subjective knowledge positively and reasons against buying negatively affect EMCB, and EMCB in turn positively influences the intention to purchase. Additionally, reasons against buying decrease the intention. The study also dis- cusses implications for companies.20222023-06-06 12:02:36Članek v reviji146678UDK: 339.138ISSN pri članku: 2335-4216DOI: 10.15458/2335-4216.1309COBISS_ID: 132046339sl