2021 article
The impact of communication on consumer knowledge of environmentally sustainable apparel
Li, J., & Leonas, K. K. (2021, August 20). JOURNAL OF FASHION MARKETING AND MANAGEMENT.
author keywords: Environmentally sustainable apparel; Consumer knowledge; Communication; Generation Z and millennials; Hangtags; Product webpages
UN Sustainable Development Goal Categories
2. Zero Hunger
(Web of Science)
4. Quality Education
(Web of Science)
12. Responsible Consumption and Production
(Web of Science)
13. Climate Action
(Web of Science)
14. Life Below Water
(Web of Science)
15. Life on Land
(Web of Science)
Source: Web Of Science
Added: August 30, 2021
PurposeThis study aims to investigate consumer knowledge of environmentally sustainable apparel (ESA) and examine the impact of communication on consumer knowledge of ESA.Design/methodology/approachThis study employed a quantitative survey focused on Millennial and Generation Z consumers. Two communication methods, hangtags and product webpages, were involved. First, two instruments were established to measure consumers’ objective and subjective knowledge of ESA. Second, two questionnaires were developed to collect participants’ knowledge before and after reading hangtags or product webpages.FindingsThere were 385 useable responses. It was found that participants’ knowledge about waste and cotton production’s water issues was less than their knowledge of other subjects and did not increase after reading the related information on hangtags or webpages. Participants’ subjective knowledge was significantly higher than their objective knowledge after communication. The positive effects of communicating with consumers via hangtags and webpages on consumers’ subjective knowledge were confirmed. Additionally, the ESA information provided via hangtags was more effective than webpages in improving consumers’ objective knowledge.Originality/valueThis study makes up for the deficiency in the literature. It provides in-depth insights on consumers’ knowledge of ESA by investigating consumer knowledge before and after communication based on consumer knowledge structure. The textile and apparel industry can use this study’s findings to improve communication with consumers and aid in sustainable product distribution.