Labeling of Texas Based Fiber Products for Environmental Attributes
Abstract
This study of value-based labeling for apparel products examined
consumer willingness to pay for three credence attributes of fiber:
origin, type and production method. Experimental auctions were
conducted with student subjects in Texas and used socks made from
cotton and PLA, a fiber manufactured from corn. Tobit regression
analysis was performed using the attributes and subject
demographics to determine consumer willingness to pay for the
various attribute levels and to profile consumers with interest in
the attributes. A key finding of this study is that consumers value
information about the local origin of fibers. This study
demonstrated that experimental auction techniques can be
successfully used for apparel product development, which helped to
secure funding from industry for a similar study focusing on social
responsibility. The study also served to generate pilot data that
assisted in securing federal funding for a similar study that will
benefit Texas fiber producers by identifying product development
and marketing methods that appeal to lifestyle of health and
sustainability consumers.