Consumers' knowledge of textile label information: an exploratory investigation

Abstract

Textile label information facilitates consumers' pre-and post-purchase decisions. Because consumers' knowledge regarding this information is relatively unexplored in a South African context, it was the focus of this exploratory descriptive study. A face-to-face survey was employed among respondents (n = 120) recruited at selected public locations in Potchefstroom, North-West Province, South Africa, according to predetermined inclusion criteria. The majority of respondents were able to correctly locate specific information (such as country of origin, size and fibre content; 75%) and identify textile and care symbols (78%) on the label, but were less knowledgeable about synthetic fibres (41%) and certain care symbols (53-58%). More educated, younger respondents speaking Eurocentric languages (Afrikaans and English) appeared to be more knowledgeable about textile label information than respondents speaking an African language. Even though respondents had excellent label knowledge in most instances, a lack of practical application of this knowledge was evident in their reading of care labels pre-and post-purchase, as well as in their use of textile labels to make purchasing decisions. Educational programmes regarding textile labels should thus emphasize the skills that are necessary to optimally utilize labels.

Impact of direct-to-consumer pharmaceutical advertisement on the buying behavior of over-the-counter drugs in Cabanatuan city, Nueva Ecija

“…This is a characteristic of age groupings in which individuals born around the same time and within the same generation have certain common traits and ways of thinking.Consumer education and awareness about labels influence buying and decision-making. Consumers' pre-and post-purchase selections are validated by their knowledge [16]. In purchasing drugs and self medicating, the educational attainment of the respondents are concerned in order to asses the needed factors.…”

Nachhaltigkeit in der Textil- und Bekleidungsindustrie : Eine empirische Untersuchung des Einsatzes von Textilsiegeln

“…Die globalisierte und stark vernetzte Struktur der textilen Supply Chain in Verbindung mit der mangelnden Transparenz führt unausweichlich zu weitreichenden ökologischen, sozialen sowie gesundheitlichen Problemen (Koszewska, 2011;Goswami, 2008). Die Kaufentscheidung des Verbrauchers, welcher soziale oder ökologische Aspekte berücksichtigen möchte, wird hierdurch zu einer zeitintensiven Herausforderung mit einem unzumutbar hohen Informationsaufwand (Aspers, 2008;Hansen/Kull, 1994;Van der Merwe et al, 2014;Hustvedt/Bernard, 2010;Pedersen/Neergaard, 2006). Um diesen Aufwand angemessen stemmen zu können und eine verantwortungsvolle Kaufentscheidung zu tätigen, ist der Verbraucher auf verfügbare Produktinformationen über nachhaltige Eigenschaften der Unternehmen angewiesen (Taufique et al, 2017;Draxlerová et al, 2015).…”

Is Price an Indicator of Garment Durability and Longevity?

“…Although only 1% of people said that they considered the care label when purchasing a T-shirt, when asked in relation to specific T-shirt price categories, a total of 10% said that they read the care label at point of sale. A study of 120 female and male participants (aged 18 and above) of mixed education and demographics in South Africa noted that 38% of respondents said that care label information had a modest influence on their purchasing decisions [46].…”