Sustainability and Social Responsibility

An Index is Worth a Thousand Words: Considering Consumer Perspectives in the Development of a Sustainability Label

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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 Stone; 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 was created. Future studies can empirically test responses to the label by consumers and apparel brands.

Keywords: sustain*, signal* theory, index, communicat*, apparel, label*

How to Cite:

Williams, A., Hodges, N. J. & Watchravesringkan, K., (2022) “An Index is Worth a Thousand Words: Considering Consumer Perspectives in the Development of a Sustainability Label”, International Textile and Apparel Association Annual Conference Proceedings 79(1). doi: https://doi.org/10.31274/itaa.15817