PurposeThis study aims to fill the gap between academia and reality by empirically confirming the effect of moral preferences on consumer responses (purchase intention) to fashion companies' unethical activities. This study also explores the moderating effect of collectivism and individualism on the paths from moral preferences to purchase intention.Design/methodology/approachRespondents read a stimulus passage describing unethical activities of imaginary fashion brand A and the economic benefits of purchasing/using the brand's products. Then, they were asked to answer questions about homo moralis, homo economicus, individualism, collectivism and purchase intention.FindingsHomo moralis significantly and negatively influenced respondents' purchase intention. Homo economicus significantly and positively affected purchase intention. Collectivism further increased the negative influence of homo moralis on purchase intention. In contrast, individualism increased the positive effect of homo economicus on purchase intention.Research limitations/implicationsThe scope of future research should include various products and explore variables that help consumers perceive that the ethical issues of the industry are deeply related to themselves. Studies should also examine the intention not to purchase products from unethical companies as an outcome variable. The economic aspect that responds to incentives affects purchase intention more strongly than the moral aspect of consumers, which helps explain the behavior of consumers who think of themselves as ethical but purchase products from unethical companies.Originality/valueThis study can help fashion companies establish strategies such as corporate social responsibility that will lead to a positive effect on consumers' purchase intention.A global fast fashion brand A produces clothing that is similar to luxury brands but at low prices. Consumers buy brand A products because they have such low prices and classy designs. Brand A has received a very good response from consumers and sales have significantly increased every year.Brand A manufactures most of their products in developing countries where wages are low, which suggests why prices are low. However, one of sewing factories producing Brand A collapsed because of poor facility management causing many injuries and death.Originality/valueThis study can help fashion companies establish strategies such as corporate social responsibility that will lead to a positive effect on consumers' purchase intention.A global fast fashion brand A produces clothing that is similar to luxury brands but at low prices. Consumers buy brand A products because they have such low prices and classy designs. Brand A has received a very good response from consumers and sales have significantly increased every year.Brand A manufactures most of their products in developing countries where wages are low, which suggests why prices are low. However, one of sewing factories producing Brand A collapsed because of poor facility management causing many injuries and death.Originality/valueThis study can help fashion companies establish strategies such as corporate social responsibility that will lead to a positive effect on consumers' purchase intention.A global fast fashion brand A produces clothing that is similar to luxury brands but at low prices. Consumers buy brand A products because they have such low prices and classy designs. Brand A has received a very good response from consumers and sales have significantly increased every year. Brand A manufactures most of their products in developing countries where wages are low, which suggests why prices are low. However, one of sewing factories producing Brand A collapsed because of poor facility management causing many injuries and death.
