Product Choice: Does Eco-Labeling Play an Important Role in Apparel Consumption in India?

Abstract

Anecdotal evidence suggests that eco-labeling can be used as a communication tool. Although a considerable amount of eco-labeling research has been undertaken over the last few decades, only one study was conducted in India. The majority of labeling studies were conducted in the United States and Europe. The overarching objective of this study is to investigate how gender and age may affect the consumers’ reliance on sustainable labels to guide their purchases in India. In total, 309 usable surveys were collected from 198 females (64.1%) and 111 males (35.9%). Our findings revealed that both men and women perceived clothing fit and comfort as the two most significant evaluative cues. In general, Indian consumers rely a great deal more on the fit, comfort and style to evaluate clothing than on eco-labels and ethical labels. This implies that apparel shoppers are unlikely to sacrifice physical comfort and aesthetics for sustainability. Many Indian consumers are value-oriented shoppers. They often shop around to search for the best value to justify their choices, while satisfying their physical and psychological needs. In terms of the effects of age, younger consumers are relatively more familiar with sustainable labels than their older counterparts.