Quest for the eco-apparel market: A study of mothers’ willingness to purchase organic cotton clothing for their children

Hae Jin Gam, Huantian Cao, Cheryl Farr, Mihyun Kang

Research output: Contribution to journalArticlepeer-review

54 Scopus citations

Abstract

The purpose of this study was to examine what consumer characteristics are related to willingness to purchase and selection of children’s organic cotton clothing (OCC). A survey was conducted on mothers of pre-schoolers to collect data on mothers’ environmental characteristics, involvement with OCC and children’s clothing, children’s clothing purchasing behaviour and willingness to purchase OCC. A buying scenario experiment was used to examine whether price and other product characteristics influenced the participants’ selection of OCC. It was found that a mother’s environmental concerns, environmental purchasing behaviour and recycling behaviour significantly affected their involvement in OCC, which further significantly determined mother’s willingness to purchase OCC. However, mothers were not willing to pay a premium for purchasing children’s OCC. A majority (59.5%) of the mothers who selected OCC in the buying scenario indicated fabric softness was the main reason for their selection. Preparing environmental education materials for consumers and producing OCC with high quality and good performance would help improve the acceptance of OCC in the market.

Original languageEnglish (US)
Pages (from-to)648-656
Number of pages9
JournalInternational Journal of Consumer Studies
Volume34
Issue number6
DOIs
StatePublished - Nov 2010

All Science Journal Classification (ASJC) codes

  • Applied Psychology
  • Economics and Econometrics
  • Public Health, Environmental and Occupational Health
  • Marketing

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