Consumer decision making when purchasing eco-friendly apparel

Abstract

Purpose

The purpose of this paper is to identify the realistic trade-offs young consumers make when purchasing organic T-shirts.

Design/methodology/approach

A full profile discrete choice design was used. The data were analysed using a multinomial logit model and desirability indices.

Findings

Price was the most important attribute to consumers followed by the place of production and then sustainability. Consumers were most willing to purchase T-shirts that are eco-friendly, Made In America, made from wrinkle-free technology and cotton jersey knit fabric, and have a price of $15. Although consumers were most willing to pay $15, some were still willing to pay $25 or even $35 for the same eco-friendly T-shirt.

Practical implications

Consumers in the current study were more willing to purchase eco-friendly as opposed to organic apparel. The findings suggest that retailers need to consider the language used when communicating with consumers. Also, consumers were more willing to purchase T-shirts Made In America. Retailers may want to promote their domestic manufacturing through in-depth branding and promotions.

Originality/value

In order to identify the attributes to be used in the current study, labels on T-shirts in stores were examined and then those attributes were verified in the literature. In addition, the inclusion of price as an attribute, rather than as a separate independent question, provides a more realistic view of young consumers’ decision making.

Citation

Rothenberg, L. and Matthews, D. (2017), "Consumer decision making when purchasing eco-friendly apparel", International Journal of Retail & Distribution Management, Vol. 45 No. 4, pp. 404-418. https://doi.org/10.1108/IJRDM-06-2016-0099