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Examining the Relationship Between Label Awareness and Eco-Consciousness in Clothing Consumption
Summary
Researchers surveyed 102 Singaporean consumers on eco-label familiarity, knowledge, and eco-consciousness in the clothing industry, finding that while female consumers reported significantly higher eco-consciousness than males, label familiarity and knowledge did not differ by gender. A small but significant positive correlation between label familiarity and eco-consciousness was identified, while the attitude-behavior gap in sustainable fashion remained persistent.
Eco and ethical labels play a crucial role in influencing customer behaviour and have become increasingly important in the rise of sustainable fashion in both academic study and industry practice. This study aimed to investigate the relationship between label familiarity, label knowledge, and eco-consciousness, specifically within the textile and clothing industry, among Singaporean consumers. Additionally, the study explored gender based differences in these variables. 102 participants completed an online survey to collect data, which was then analyzed using visual representation, independent t-tests, Levene’s test, and Pearson correlation analysis to look at how these factors related to one another. The findings indicated that there is no statistically significant difference in the familiarity and knowledge of ethical and ecolabels between females and males. However, there was a significant difference in eco-consciousness, with females reporting higher eco-consciousness than males. Moreover, label familiarity is positively correlated with label knowledge. In addition, a small but significant and positive correlation exists between familiarity towards a label and eco consciousness. Eco-consciousness and label knowledge did not significantly correlate. These results confirm that the attitude-behavior gap in sustainable fashion still exists. The results highlight the need for Eco and Ethical label meanings to be communicated more clearly. This study emphasized how companies and policymakers can increase consumer trust and encourage more environmentally friendly buying habits.
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