Socially Responsible Apparel Labels: Effects on Fashionable Shoppers

Abstract

Although socially responsible ( SR ) labels can facilitate consumers' SR purchasing choices, research addressing the effectiveness of SR labels for apparel products is limited. The purpose of this study was to investigate the consumer segment that practices SR label reading behavior and plans to purchase SR apparel. An online survey was conducted with a random sample of U . S . consumers ( N = 718). The researchers used cluster analysis to segment participants based on the participants' fashion orientation and shopping behavior into three groups: fashionable shoppers, regular shoppers, and uninvolved shoppers. These segments were used to develop a profile with regard to SR label behavior for apparel products. Results showed that consumers who were interested in fashion and shopping were more likely to be SR label users, to be more familiar with SR labels, they practiced increased SR apparel consumption, and they had greater intentions to purchase.