An index is worth a thousand words: Considering consumer perspectives in the development of a sustainability label

IF 3.7 Q2 ENVIRONMENTAL SCIENCES Cleaner and Responsible Consumption Pub Date : 2023-11-03 DOI:10.1016/j.clrc.2023.100148
Annie Williams , Nancy Hodges , Kittichai Watchravesringkan
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Abstract

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.

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一个指数胜过千言万语:在可持续发展标签的开发中考虑消费者的观点
本研究的目的是探讨消费者对品牌应如何传达服装可持续性的观点,并将这些观点整合到服装可持续性指数标签的开发中。先前的研究表明,消费者对他们消费的服装的可持续性很感兴趣,然而,服装行业尚未开发出一种通用的方法来直接向消费者传达这些信息。为了解决这一问题,对22名参与者进行了焦点小组讨论。在信号理论的框架下,四个新兴主题被用作索引标签开发的基础:多鸟一种种子;给我看一张照片;吸引我的注意力;赢得我的信任。根据调查结果,设计人员制作了一个双面、彩色编码的服装标签,上面有服装可持续性指数、图标和徽标。这个面向消费者的服装可持续性指数标签可以被服装品牌用来满足消费者对透明度的需求,并鼓励可持续的服装消费。未来的研究可以实证检验消费者和服装品牌对标签的反应。
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来源期刊
Cleaner and Responsible Consumption
Cleaner and Responsible Consumption Social Sciences-Social Sciences (miscellaneous)
CiteScore
4.70
自引率
0.00%
发文量
40
审稿时长
99 days
期刊最新文献
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