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Sustainability and Social Responsibility

Apparel Transparency Matters: Exploring U.S. Consumer Sentiments and Reactions

Authors
  • Ting Chi (Washington State University)
  • Hannah Huynh (Washington State University)
  • Weronika Wojdyla (Washington State University)
  • Colby Van Dyk (Washington State University)
  • Ziyi Yang (Washington State University)

Abstract

This study endeavored to enhance comprehension of U.S. consumers' sentiments and reactions toward apparel products that furnish traceability information. Specifically, the purpose of this study was to propose a reach model based on the S-O-R framework (Stimulus- Organism-Response) to identify how information quality, brand image, and promotional efforts as stimuli affect U.S. consumers’ internal evaluation (i.e., brand trust and perceived benefit as organism) of apparel products with traceability information,  which consequently impact their behavioral responses in terms of purchase intention, word of mouth (WOM), and brand loyalty. 

Keywords: apparel, traceability, transparency, consumer, SOR model

How to Cite:

Chi, T., Huynh, H., Wojdyla, W., Van Dyk, C. & Yang, Z., (2025) “Apparel Transparency Matters: Exploring U.S. Consumer Sentiments and Reactions”, International Textile and Apparel Association Annual Conference Proceedings 81(1). doi: https://doi.org/10.31274/itaa.18894

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Published on
2025-01-20

Peer Reviewed