This research was designed to study whether consumer knowledge on organic cotton and relevant issues influences attitude toward and price acceptance of organic cotton clothing. The effect of consumer knowledge was also studied on the way consumers use product label information in purchasing organic cotton clothing. An online survey was developed to measure the variables including experimental choice‐based conjoint models for mandatory and auxiliary label specifications. Four hundred ninety‐eight people completed the survey. The results indicated that moderately and highly knowledgeable participants were more willing to buy organic cotton clothing at higher price points and they had more positive attitudes toward organic cotton clothing than low knowledgeable participants. The results suggest that differentially knowledgeable consumers may attend to different types of information provided on product labels to evaluate organic cotton apparel products. Providing product‐related information on product labels is essential; however, providing additional information on the benefits of using organic cotton and socially responsible business practices may improve consumers’ knowledge and acceptability of organic cotton apparel products.

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Purpose - The purpose of this paper is to investigate knowledge sharing (KS) to characterize its behavior in companies based on the concepts of theory of reasoned action and game theory (GT). Design/methodology/approach - The paper proposes two models: Model A: KS process is constructed by capturing personal psychological feelings; and Model B: KS process is not only constructed by personal psychological feelings but also takes into consideration other people's decisions. By comparing the two knowledge-sharing models' predictability performance, the authors are able to characterize the process of KS. Findings - The results show that different companies require different models. On average, Model B with game concept has lower predictive accuracy than the Model A without game concept. Research limitations/implications - The paper provides practical implications for manager to frame effective KS policies and also suggests future studies to improve measurement. Originality/value - The values of this paper are: provide a methodology to determine whether individuals analyze decisions of others in making KS decisions; test the predictive ability of GT analysis in a KS modeling, and build a single-instance two-person game to characterize individuals' tacit KS behavior

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