An index is worth a thousand words: Considering consumer perspectives in the development of a sustainability label

Abstract

The purpose of this study was to explore consumers' perspectives on how brands should communicate the sustainability of apparel and to integrate these perspectives into the development of an apparel sustainability index label. Prior research indicates that consumers have an interest in the sustainability of the apparel they consume, however, the apparel industry has yet to develop a universal method for communicating such information directly to consumers. To address this interest, focus groups were conducted with a total of 22 participants. Framed by Signaling Theory, four emergent themes were used as the basis of the index label development: Many Birds, One Seed; Show Me a Picture; Catch My Attention; and Earn My Trust. Based on the findings, a double-sided, color-coded apparel label featuring an apparel sustainability index, icons and a logo was created. This consumer-facing apparel sustainability index label can be utilized by apparel brands to meet consumers’ needs for transparency, as well as encourage sustainable apparel consumption. Future studies can empirically test responses to the label by consumers and apparel brands.