Research on Consumers' Preference for Sustainable Fashion Labels

Under the background of serious pollution in fashion industry, it is particularly important to provide sustainable commodity information to guide people's sustainable consumption. Labeling is regarded as a favorable tool to provide sustainable information by providing more information and knowledge about sustainable development and triggering consumers’ cognitive response. At present, the research on sustainable fashion labels is mostly to provide consumers with a novel label to choose from, but under different shopping methods (physical stores and online shopping) and different shopping purposes (with and without clear purchasing goals), consumers’ preferences for different labels have not been taken into account. The effective sample of this paper is 200. Firstly, it tests consumers’ attitude towards sustainable fashion. Through data analysis, we found that although about half of the testers are vague about the concept of sustainable fashion, nearly 80% of the testers have a positive attitude towards sustainable fashion, and hope that enterprises or businesses can inform them of the sustainable attributes of goods. Secondly, we provide six different labeling methods for testers to inform the sustainability information of products and measure their preference for sustainable fashion labels. Finally, we provide two different shopping methods, online and offline, and two purposes with and without clear purchasing goals to test people's preferences for sustainable fashion brands under different shopping methods and purposes again. We found that, under the premise of not specifying the way of shopping (physical store and online shopping) and the purpose of buying (with and without a clear purchase goal), testers have obvious preference for QR code labels. Similarly, when shopping in online stores, testers still prefer QR code labels regardless of whether there is a clear purchase goal. However, in the form of online shopping, most testers prefer color labels regardless of whether they have a clear purchase target or not, while the popular QR code labels are not popular. In the future, in the process of purchasing fashion goods in physical stores, the application of QR code labels should become a field worthy of in-depth study.