An index is worth a thousand words
Considering consumer perspectives in the development of a sustainability label
Bibliographic Data
| ID | 22355384 |
|---|---|
| Authors | Annie Williams (0000-0002-0446-5302, University of North Carolina at Greensboro, corresponding author), Nancy Hodges (0000-0001-6406-057X, University of North Carolina at Greensboro), Kittichai Watchravesringkan (0000-0002-9116-0098, University of North Carolina at Greensboro) |
| Year | 2023 |
| Volume | 11 |
| Pages | 100148 |
| Publication date | 2023-12-01 |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | Cleaner and Responsible Consumption (JOURNAL) |
| Journal identifiers | ISSN: 2666-7843 |
| Publisher | Elsevier BV (PUBLISHER) |
| DOI | 10.1016/j.clrc.2023.100148 |
| OpenAlex | W4388304185 |
| Language | EN |
| Citations received | 2 |
| References cited | 25 |
The purpose of this study was to explore consumers' perspectives on how brands should communicate the sustainability of apparel and to integrate these perspectives into the development of an apparel sustainability index label. Prior research indicates that consumers have an interest in the sustainability of the apparel they consume, however, the apparel industry has yet to develop a universal method for communicating such information directly to consumers. To address this interest, focus groups were conducted with a total of 22 participants. Framed by Signaling Theory, four emergent themes were used as the basis of the index label development: Many Birds, One Seed; Show Me a Picture; Catch My Attention; and Earn My Trust. Based on the findings, a double-sided, color-coded apparel label featuring an apparel sustainability index, icons and a logo was created. This consumer-facing apparel sustainability index label can be utilized by apparel brands to meet consumers’ needs for transparency, as well as encourage sustainable apparel consumption. Future studies can empirically test responses to the label by consumers and apparel brands
Advertising · Business · Clothing · Fast fashion · Political science · Social science · Sociology · Sustainability · Computer Science · Consumer Behavior in Brand Consumption and Identification · Environmental Sustainability in Business · Fashion and Cultural Textiles · Marketing
Qualitative interviewing
Focus Group Methodology
Who Says There is an Intention–Behaviour Gap? Assessing the Empirical Evidence of an Intention–Behaviour Gap in Ethical Consumption
It's Easy Being Green
What determines consumers' use of eco-labels? Taking a close look at label trust
From “Green Blur” to Ecofashion
Job Market Signaling
Analysis and Interpretation of Qualitative Data in Consumer Research
A Consumer-Side Experimental Examination of Signaling Theory
Knit 'n' natter
| Citations per year | 1 |
|---|---|
| Citation span | 2024 - 2025 (2) |
| Highly cited | No |