Utility of No Sweat Labels for Apparel Consumers: Profiling Label Users and Predicting Their Purchases

Abstract

This study empirically analyzed whether consumers making apparel purchases would use a label guaranteeing certain working conditions were present during garment production. While a potential market segment for the No Sweat label was identified, evidence suggests that only a small percentage of consumers would be influenced by the label. This small market segment was profiled on its psychographic and demographic characteristics, and the extent to which the No Sweat label would influence future purchases was examined.