期刊名称：European Journal of Business and Social Sciences
印刷版ISSN：2235-767X
出版年度：2015
卷号：4
期号：09
页码：93-102
出版社：European Society of Business and Social Sciences
摘要：Zara, a Spanish company in the textile sector, considered as abenchmark in the segment, largely due to their currenteconomic model and production, was accused of using slavelabor in 2011. In order to produce articles of clothing andaccessories, the company began hiring cheap labor mostly of Bolivianand Peruvian origin, who performed the work in the hopes of betterliving conditions. This study claims to identify the buying behavior ofconsumers of the Spanish company, and analyze the existence of anydirect influence of the 2011 incident on the potential buyer’sbuying decision process. A qualitative survey of thirty women familiarwith the Zara brand through the use of questionnaires and collectingviews of consumers was conducted. After analyzing the collected data,it was concluded that the discovery of labor in conditions similar toslavery practiced by Zara affected at some level, the decision topurchase the majority of consumers interviewed. Nevertheless, thefinancial indicative of the Spanish brand continued to show positiveresults, which confronts the tendency of a conscious consumptionbehavior of contemporary society and the psychological issues of theindividual and the collective as vanity, greed, and sexuality.
