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Abstract
Anecdotal evidence suggests that eco-labeling can be used as a communication tool. Although a considerable amount of eco-labeling research has been undertaken over the last few decades, only one study was conducted in India. The majority of labeling studies were conducted in the United States and Europe. The overarching objective of this study is to investigate how gender and age may affect the consumers’ reliance on sustainable labels to guide their purchases in India. In total, 309 usable surveys were collected from 198 females (64.1%) and 111 males (35.9%). Our findings revealed that both men and women perceived clothing fit and comfort as the two most significant evaluative cues. In general, Indian consumers rely a great deal more on the fit, comfort and style to evaluate clothing than on eco-labels and ethical labels. This implies that apparel shoppers are unlikely to sacrifice physical comfort and aesthetics for sustainability. Many Indian consumers are value-oriented shoppers. They often shop around to search for the best value to justify their choices, while satisfying their physical and psychological needs. In terms of the effects of age, younger consumers are relatively more familiar with sustainable labels than their older counterparts.
Disclosure Statement
No potential conflict of interest was reported by the authors.
Additional information
Notes on contributors
Osmud Rahman
Osmud Rahman is an Associate Professor in fashion at the Creative School, Ryerson University. His works have appeared in various journals such as Fashion Theory, Journal of Fashion Marketing and Marketing, The Design Journal, and International Journal of Design. His research interests lie in the areas of consumer behavior, fashion design, subculture, sustainability, body and identity, and branding. [email protected]
Devender Kharb
Devender Kharb is a Dean in the School of Fashion, World University of Design. He has over 8 years of experience in academics and over 15 years of work experience as a buyer, merchandiser and designer of luxury fashion goods in Europe’s design houses and high street suppliers in South Asia. His works have appeared in various journals such as Journal of the Textile Institute and International Journal of Fashion Design Technology and Education. His research interests are in the areas of consumer behaviour, fashion design, traditional crafts, and IoT. [email protected]