Warning: garment may contain slave labour

My ethical fashion label experiment was designed to examine consumer behaviour–but is it right to put the onus on consumers?

The idea was simple. Walk into the mall on a busy Saturday afternoon and turn ethical labelling on its head in an effort to understand consumer behaviour. I was carrying two distinctly different stickers. One said “Product may contain slave labour.” The other one said “Product has been certified to be slave labour free.” Pretending to be a shopper, I placed the stickers on clothing items around the busiest areas of an H&M store and observed. How would people react to the possibility that a nine-year-old Bangladeshi girl paid a below-living wage had sewn the latest and greatest top?

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