Consumer preferences for blended organic cotton apparel

Abstract

The blending of small percentages of organic cotton has been a successful way for apparel manufacturers to introduce organic cotton into their supply chain. However, little is known on how consumers perceive small percentage blended organic cotton apparel products. The purpose of this study was twofold. One goal was to identify the groups of consumers who might be interested in buying blended organic cotton clothes and find out what kind of labeling they preferred. The second goal was to find out more about the consumer’s attitudes and interest in purchasing the organic cotton clothing. Theory in consumer behavior, and social psychology provided the conceptual framework for the study. Major variables included in the study were environmental attitudes, attitudes of the consumers and important other people towards organic cotton clothing, skepticism toward environmental product claims, consumer self-identity, and future purchase intention. Data were collected with a mail survey of consumers, stratified by state population, that was randomly drawn from a national mailing list of health and natural foods consumers (usable response rate=14.9%, n=422). Factor analysis uncovered latent variables from among the large number of items. Conjoint analysis revealed which product attributes were salient and cluster analysis identified segments of consumers with different attribute preferences. Finally, multiple regression analysis was used to examine the causal relationships among variables affection future purchase intention. Percentage of organic cotton content, price, and labeling for fairly traded fibers and donations to cancer research were all attributes used by the consumers to decide how likely the would be to purchase an organic cotton t-shirt. Two segments of consumers (53%) used the percentage of organic cotton more than any other attribute to decide their purchase likelihood. Results from the multiple regression were used to make a model of socially responsible consumer behavior. The research makes numerous contributions. Apparel manufacturers will benefit from knowing that seeing even small percentages of organic fiber helps consumers decide to purchase organic clothing. Theoretical contributions include the determination that the relationship between future purchase intention and both self-identity and the personal norm is mediated by the consumers’ evaluation of outcomes of the purchase.