The purpose of the thesis was to investigate the effects of applied business ethics to consumer perception, as well as the identification of possible research relationships among business ethics brand equity and consumer willingness to buy. The topic was chosen because brand clothing business was considered interesting and because ethical issues are a current topic in the business world and can be a big advantage or disadvantage for business organization. Quantitative research method was chosen to get a larger picture of consumers’ opinion. The research was conducted by electronic questionnaire as well as in paper version. The main objective was to be able to create a bigger picture of ethical consumerism and the current opinions of the topic.

In the current market, customers face a wide variety of alternative products and brands options. On the good side, this can be considered useful, since the customers can choose the best according to their special desires. On the negative side, these multiple varieties can make their decision hard, in the concern to get the best value of their money, time and effort in the process of buying.

The results of this survey indicate that business ethics do not affect consumer perceptions. However, a strong positive relationship is shown between consumer perceptions and actual willingness to buy. The result of study also showed that consumers would like to get more information easily on ethical brand clothing. With better marketing majority of the respondents would prefer business organizations with good ethical values and be willing to pay more for ethically produced clothing.