Sustainability and Social Responsibility

The Effect of an Apparel Sustainability Index: A Conceptual Model and Propositional Inventory

Authors: Annie Williams (University of North Carolina Greensboro) , Nancy J. Hodges (University of North Carolina Greensboro) , Kittichai Watchravesringkan (University of North Carolina Greensboro)

Abstract

Drawing on the apparellabeling, signaling theory and brand equity literatures, this conceptual pieceoffers a series of propositions to propose a relationship between an apparelsustainability index and consumer’s attitudes towards and evaluations of abrand. Specifically, that brand equity and resonance will result froma brand's use of an apparel sustainability index that communicatesahigh sustainability index value via a visible placement. Moreover, moderatingeffects of knowledge and values may influence consumers’ attitudes towards abrand that uses a sustainability index, which then affects their evaluations ofthe brand.

Keywords: Sustain*, Apparel, Label*, Index, Signal*

How to Cite: Williams, A. , Hodges, N. J. & Watchravesringkan, K. (2022) “The Effect of an Apparel Sustainability Index: A Conceptual Model and Propositional Inventory”, International Textile and Apparel Association Annual Conference Proceedings. 78(1). doi: https://doi.org/10.31274/itaa.13470