Sustainability and Social Responsibility

Sustainability Transparency and Trustworthiness of Blockchain: A Comparison of Generations X and Y Fashion Customers

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Abstract

The fashion industry struggles to maintain healthy environmental and social conditions while keeping the economic benefits. One way to inform fashion customers about the sustainability is through transparency of information. The blockchain technology is relatively new but provides the potential application for fashion companies in this regard. Thus, this study aims to investigate consumer interaction with blockchain data and the effect this have on sustainability by comparing Generations X and Y. A quantitative research method was employed for this study and a total of 200 usable data were collected. The results show that Gen X found the claims of the blockchain more effective than Gen Y. Also, Gen X put more trust in the claims made by a company than Gen Y. Thus, applying the blockchain will be a great opportunity for business to highlight the transparency of their supply chain or product that may differentiate them from their competitor.

Keywords: trustworthiness, quantitative, transparency, Generation Y, Generation X, sustainability, blockchain

How to Cite:

Navas, R., Chang, H. J. & Khan, S., (2020) “Sustainability Transparency and Trustworthiness of Blockchain: A Comparison of Generations X and Y Fashion Customers”, International Textile and Apparel Association Annual Conference Proceedings 77(1). doi: https://doi.org/10.31274/itaa.12148