This article addresses the global sweatshop issue and the market forces that influence workplace conditions, focusing on the role of the final consumer in ensuring an ethical marketplace. Opinion poll data provide evidence of consumer willingness and ability to shop with a social conscience, while consumer research offers insights into the consumer decision-making process. Exploratory research using a projective technique suggests how qualitative methods can shed additional light on consumer attitudes toward use of “No Sweat” labeling.
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