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Merchandising/Marketing/Retailing: Management

Consumer Perceptions of Digital Clothing Labels and Their Influence on Brand Green Value

Authors
  • Kyuree Kim (Oklahoma State University)
  • Eunjoo Cho (University of Arkansas)
  • Ann Marie Marie Fiore (Iowa State University)

Abstract

The apparel industry is increasingly adopting digital clothing labels (QR codes, NFC chips) to promote sustainability and improve consumer communication. These labels can reduce material waste while conveying product details and sustainability practices. A study explored how digital labels affect brand perception using two frameworks: the Elaboration Likelihood Model (ELM) and Rogers' Diffusion of Innovation Theory (DIT). The study surveyed 302 U.S. adult consumers, analyzing the impact of digital labels on brand beliefs. Key findings include that compatible advantage (relative advantage + compatibility), observability, and green transparency enhanced perceptions of brand technological expertise. However, accessibility (simplicity + trialability) had no significant effect. Green transparency did not directly influence the brand's green value, but technological expertise mediated this relationship. Ultimately, brand technological expertise significantly influenced the brand's green value. The results underscore the importance of digital innovation in shaping sustainable brand perceptions.

Keywords: clothing label, digital tag, green value, diffusion of innovation theory, elaboration likelihood model

How to Cite:

Kim, K., Cho, E. & Fiore, A. M., (2025) “Consumer Perceptions of Digital Clothing Labels and Their Influence on Brand Green Value”, International Textile and Apparel Association Annual Conference Proceedings 81(1). doi: https://doi.org/10.31274/itaa.18742

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Published on
2025-01-17

Peer Reviewed