Country‐of‐origin effect in apparel choices: A conjoint analysis

Abstract

The purpose of this study was to determine Canadian consumers' beliefs about, and preferences for apparel products made in Canada, China and some other low‐cost nations. The importance of the country‐of‐origin of garments relative to other apparel attributes in consumers' purchase decisions was also examined. Information integration theory provided the theoretical foundation for a conjoint analysis of product ratings. A simulated purchase of fleece sweatshirts was designed to conduct the conjoint analysis experiment. Consumers' beliefs regarding various attributes of apparel products made in Canada, China, Taiwan, Hong Kong and South Korea were also measured.Significant differences were found in consumers' beliefs about garments made in different countries regarding quality, price, style and fit. Canadian clothing was perceived to be superior in quality, style and fit, but the most expensive. Results of the conjoint analysis indicated that Canada was the most preferred country‐of‐origin. The effect of country‐of‐origin on subjects' evaluations of sweatshirts, however, was less important than that of either quality or price. Beliefs about quality, price, style and fit of garments made in Canada, China and South Korea were found to be significantly related to subjects' utilities for sweatshirts made in such countries. Differences in beliefs and utilities were found among respondents differing in awareness of country‐of‐origin, ethnic background, age and education, but not among those who held different opinions about supporting domestic industries.