Premium
Utility of No Sweat Labels for Apparel Consumers: Profiling Label Users and Predicting Their Purchases
Author(s) -
DICKSON MARSHA A.
Publication year - 2001
Publication title -
journal of consumer affairs
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.582
H-Index - 62
eISSN - 1745-6606
pISSN - 0022-0078
DOI - 10.1111/j.1745-6606.2001.tb00104.x
Subject(s) - psychographic , clothing , profiling (computer programming) , advertising , business , sweat , marketing , market segmentation , computer science , medicine , archaeology , history , operating system
This study empirically analyzed whether consumers making apparel purchases would use a label guaranteeing certain working conditions were present during garment production. While a potential market segment for the No Sweat label was identified, evidence suggests that only a small percentage of consumers would be influenced by the label. This small market segment was profiled on its psychographic and demographic characteristics, and the extent to which the No Sweat label would influence future purchases was examined.