Similarly, we recorded perceptions of the environmental impact of clothes production and of specific brands familiar to participants in the study, with the logic being that if consumers are already aware of the environmental impact, there may be little additional benefit to implementing a labelling system. [...] Participants then completed a series of measures: their typical shopping preferences, familiarity with brands in the shop, attention to environmental information during the shopping task, support for policy, perceptions of the environmental impact of clothes production and specific brands, and general concern for the environmental impact of clothing and climate change. [...] The third check was on participants who identified the purpose of the study, to provide a test for the influence of experimenter demand on responses (Zizzo, 2010). [...] Excluding participants who referred to the environment or sustainability when asked about the purpose of the study immediately after using the shop (nC = 0, nEL = 140, nES = 48) slightly weakens the effects, with the effect of the binary label becoming non-significant, but the effects of the eco-score on “some A/B” and “all A/B” purchases remain statistically significant. [...] Despite the positive effects of the eco-score system on the sustainability of purchased clothing, we observed no effect on the number of purchased items (H2).
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Table of Contents
- 1. Introduction 3
- 1.1 Literature Review 4
- 1.1.1 Eco-Labels 4
- 1.1.2 Clothing Eco-Labels 7
- 1.2 Hypotheses 8
- 2. Method 11
- 2.1 Participants 11
- 2.2 Materials and Design 12
- 2.2.1 Online Shop 12
- 2.2.2 Other Measures 15
- 3. Results 18
- 3.1 Do eco-labels increase the proportion of sustainable clothes purchased? 18
- 3.2 Do the effect of eco-labels differ by subgroups? 23
- 3.3 Do eco-labels alter how many clothing items are purchased? 26
- 3.4 Other Measures 27
- 3.4.1 Do eco-labels alter shopping experiences? 28
- 3.4.2 Do eco-labels alter the perceived environmental impact of clothes production? 30
- 3.4.3 How supportive are consumers of eco-labels? 31
- Participants reported very high levels of support for mandating eco-labels for both online (M = 5.55, SD = 1.68, out of 7) and in-store (M = 5.57, SD = 1.67) purchases. Figure 7 shows that 75% of participants responded above the mid-point of the scale... 31
- 4. Discussion 34
- 4.2 Limitations and Future Research 36
- 4.3 Conclusion 37
- References 38
