Socially Responsible Labeling: The Impact of Hang Tags on Consumers' Attitudes and Patronage Intentions Toward an Apparel Brand

Abstract

This study examined consumers' responses to apparel companies' use of hang tags to emphasize their socially responsible (SR) business practices. Informed by the theory of reasoned action, this research explored the impact of environmentally-friendly production and fair labor messages upon consumers' evaluations of hang tags as well as their attitudes and purchase intentions toward an apparel brand. Messages varied in content (eco-fashion vs. fair labor), explicitness (low vs. high), and third-party SR logo (absence vs. presence). Data were collected through an online survey of 764 adults. Findings suggest that apparel companies may benefit from using hang tags featuring explicit messages and logos to convey their SR business practices. The use of explicit messages and logos produced favorable evaluations of hang tags and positive attitudes toward the apparel brand, which predicted purchase intentions. Findings provide a basis for the development of policy regarding the regulation of information presented on hang tags.