Consumer Behavior

College Students’ Responses to Prosocial Marketing Claims on Apparel Hang Tags

Authors: Karen H. Hyllegard (Colorado State University) , Jennifer Paff Ogle (Colorado State University) , Ruoh-Nan Yan (Colorado State University)

Abstract

In recent years, it has become increasingly common for apparel companies to include prosocial marketing claims on product hang tags. Such claims have addressed environmentallysound production practices, fair labor/fair trade initiatives, and/or monetary contributions to charitable causes. However, research provides only limited understanding of the benefits to consumers and/or apparel companies derived from including prosocial marketing claims on apparel hang tags. As such, the purpose of this study was to explore consumers’ responses to prosocial marketing claims placed on apparel hang tags.

Keywords: university-branded apparel, apparel, hang tags, prosocial marketing claims

How to Cite: Hyllegard, K. H. , Ogle, J. P. & Yan, R. (2013) “College Students’ Responses to Prosocial Marketing Claims on Apparel Hang Tags”, International Textile and Apparel Association Annual Conference Proceedings. 70(1).