Abstract
In response to the dominance of hybrid and multinational products in the U.S. textile and apparel marketplace, and the increasing consumer demand for product origin information, the study examined the relationship among multi-level COO displays, consumer purchase preferences, and perceived price. The results of 76 responses through a 2 × 2 randomized block, repeated measures research, using the United States and China as country of parts (COP) and country of manufacturing (COM), showed that the two-level COO impacted consumers’ purchase preferences and perceived prices, based on their perceived value of sustainability. However, consumers' purchase preferences significantly decreased as a result of unusually high perceived prices. These findings have important implications for textile and apparel businesses and policy makers as adding COP along with COM to declare the product’s COO would increase consumer purchase preferences and perceived values, if applied along with careful pricing strategies.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
