Purpose

The purpose of this study is to investigate consumers' perceptions of and consumer behaviour towards apparel labels and environmental, sustainable and social apparel.

Design/methodology/approach

Quantitative research was conducted, and empirical data were collected from 399 US consumers.

Findings

Findings indicate that consumers expressed positive sentiments towards apparel sustainability, yet they lacked knowledge about socially and environmental practices within the apparel industry. Overall, it is apparent that the respondents have an interest in environmental and social labelling; but they are not aware of brands that sell these types of garments nor their validity. It was also found that consumers may not have much knowledge regarding environmental, sustainable and social apparel or their meanings.

Originality/value

By surveying the consumers about their perspectives on apparel labels and environmental, sustainable and social apparel, valuable market information was obtained. Sustainably and ethically produced garments are of demand as transparency in the apparel industry grows. Brands looking to become more transparent about their production methods will need to find new ways to reach their target market by accurately labelling products and educating their consumers about these label claims.

中文翻译：

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调查消费者对环境，可持续发展和社会服装的行为

目的

这项研究的目的是调查消费者对服装标签以及环境，可持续和社会服装的看法和消费者行为。

设计/方法/方法

进行了定量研究，并从399位美国消费者那里收集了经验数据。

发现

调查结果表明，消费者对服装的可持续性表达了积极的情绪，但他们缺乏服装行业内的社会和环境实践知识。总体而言，很明显，受访者对环境和社会标签感兴趣；但是他们不知道销售这些类型服装的品牌及其有效性。还发现，消费者可能对环境，可持续和社会服装或其含义没有太多的了解。

创意/价值

通过对消费者进行调查，了解他们对服装标签以及环境，可持续和社会服装的看法，从而获得了有价值的市场信息。随着服装行业透明度的提高，以可持续和合乎道德的方式生产成衣的需求不断增加。想要使生产方法变得更加透明的品牌将需要找到新的方法，以通过准确地标记产品并向消费者宣传这些标签声明来达到其目标市场。