1

Running Head: SUSTAINABLE APPAREL PRODUCTS: EXPLORING FEMALE

CONSUMERS’ ADOPTABILITY PROBABILITY

Sustainable apparel products: Exploring female consumers’ adoptability probability

Lori D. Barratt

Art Institute of Tennessee-Nashville

2

Table of Contents

Chapter One: Introduction

Background……………………………………………………………………………..p. 1

Statement of Purpose and Outcome…………………………………………………….p. 1

Research Objectives…………………………………………………………………….p. 1

Definition of Terms……………………………………………………………………..p. 1

Chapter Two: Review of Related Research

Introduction…………………………………………………………………………….p. 3

Sustainable Apparel Products………………………………………………………….p. 4

Female Consumers……………………………………………………………………..p. 5

Chapter Three: Methodology

Introduction……………………………………………………………………………p. 6

Research Design……………………………………………………………………….p. 7

Sample Selection………………………………………………………………………

Chapter Four: Results

Introduction……………………………………………………………………………

Section 1……………………………………………………………………………….

Gender………………………………………………………………………….

Education………………………………………………………………………

Income…………………………………………………………………………

Section 2……………………………………………………………………………….

Chapter Five: Conclusions

Introduction……………………………………………………………………………

Objective 1……………………………………………………………………………..

Objective 2……………………………………………………………………………..

Objective 3……………………………………………………………………………..

Limitations of the Study……………………………………………………………….

Recommendations for Future Research………………………………………………

Appendices

Appendix A……………………………………………………………………………p. 15

References……………………………………………………………………………………..p. 16

3

Chapter One

Background

The apparel industry has been known for creating substantial amounts of chemical waste

during the preproduction, production, postproduction, and disposal of apparel products. Since

this problem has become more prevalent in consumers’ minds, several rules and regulations have

been put into practice by a massive amount of apparel companies. By correcting these issues,

these companies create a better living environment for this generation and generations to come.

Statement of Purpose and Outcome

The purpose of this research study is to examine female consumers aged 18-29 in

Nashville, Tennessee and their likelihood of adopting sustainable apparel products.

Research Objectives

The primary objectives of this research are to:

1. Determine if female consumers will pay 10% more for a sustainable product versus a

non-sustainable product.

2. Discover which aesthetic attributes of a sustainable apparel product will increase

purchase probability.

3. To identify the relationship between environmental awareness and the purchase of

sustainable products.

Definition of Terms

Definitions vital for the understanding and clarity for this research are:

Consumer: “A person or organization that uses a commodity or service”

(Dictionary.com, 2011, para. 1).

4

Sustainable Apparel: Clothing that is capable of being produced with minimal long-

term effect on the environment.*

5

Chapter Two

Introduction

For the purposes of this paper, the primary researcher assembled data through examining

and analyzing previous articles congruent to the topics presented. The first topic discusses

sustainable apparel products. The research explains the relationship of sustainable apparel

products to the fashion industry and the environment. The second topic discusses a specific

segment of the Generation Y cohort in the United States. The information includes

demographics, psychographics, and purchase probabilities of this group.

Sustainable Apparel Products

Sustainable apparel products are designed and manufactured so they are not hazardous to

the environment or dissipate natural resources. A multitude of apparel manufacturers are

becoming increasingly aware of the environmental issues that face future generations and of the

benefits of reusing apparel products rather than disposing of them (Farrant, Olsen, & Wangel,

2010, p. 727).

The United States Environmental Protection Agency (EPA) was established on December

2, 1970 (United States Environmental Protection Agency, 2011a, para. 1). The EPA has created

and enforced regulations to create a healthy living environment for all American people. Among

these regulations, sustainability was implemented to “create and maintain the conditions under

which humans and nature can exist in productive harmony” (United States Environmental

Protection Agency, 2011c, para. 1). This agency continues to develop new theories, practices,

rules, and technologies to reduce waste from apparel products and not deplete natural resources

for future generations (United States Environmental Protection Agency, 2011c, para. 1).

6

In addition to the EPA, the cradle to cradle apparel design (C2CAD) model was

developed to be “the first apparel design and production model that emphasizes sustainability…”

(Gam, Cao, Farr, & Heine, 2009, p. 166). Created by William McDonough and Michael

Braungart in 2002, the C2CAD model promotes sustainability by not disposing apparel products

after use; these products remain useful after the clothing life cycle has finished. Most apparel

products are produced by various chemical processes, and can be considered harmful to the

environment when the life cycle concludes. It also was created so that apparel products, from the

beginning stages of production, would be able to “provide ‘nourishment’ for something new after

useful lives” (Gam, Cao, Farr, & Heine, 2009, p. 168).

The C2CAD model has been implemented in several major corporations such as Nike,

Shaw Industries, and DesignTex (Gam, Cao, Farr, & Heine, 2009, p. 168). C2CAD assesses

materials and chemicals and rates them using a color-coded flagging system: “Red indicates an

ingredient of potentially high hazard. Yellow is moderate to low inherent hazard and green

indicates that the ingredient is inherently benign for the application. Orange designates

ingredients for which necessary data are missing” (Gam, Cao, Farr, & Heine, 2009, p. 168).

In addition to the C2CAD model, the Sustainable Apparel Coalition (SAC) was launched

in 2011. “The Sustainable Apparel Coalition is an industry-wide group of leading apparel and

footwear brands, retailers, manufacturers, non-governmental organizations, academic experts and

the U.S. Environmental Protection Agency working to reduce the environmental and social

impacts of apparel and footwear products around the world”(Sustainable Apparel Coalition,

2011a, para. 1).

The SAC includes large corporations, both national and global brands, such as Target,

Wal-Mart, JC Penney, Adidas, Gap Inc., Nordstrom, and more. These companies have a

7

tremendous consumer base and reach millions of consumers daily. The fact that they are a part of

The Sustainable Apparel Coalition is spreading awareness of sustainable products and how they

affect the environment (Sustainable Apparel Coalition, 2011b, para. 1).

Female Consumers

For the purpose of this paper, a specific segment of the Generation Y cohort was

researched; females aged 18-29. According to Susan Bergman, analyst at Marigny Research

Group in New Orleans, this generation is more technologically savvy and has greater spending

power than other generational cohorts Generation Y “tends to be optimistic, self-confident and

team-spirited” (Bergman, 2008, p. 3).

Additionally, Generation Y was raised with the idea of instant gratification (Bergman,

2008, p. 27). For example, Cathy Bakewell, Lecturer in Marketing at Manchester Metropolitan

University, and Vincent-Wayne Mitchell, Professor of Marketing at Manchester School of

Management, state that “Generation Ys have been brought up in an era where shopping is not

regarded as a simple act of purchasing” (2003, p. 95). Shopping has become a form of

entertainment and considered an experience (Bakewell & Mitchell, 2003, p. 95).

In 2008, it was estimated Generation Y, young adults age 18-29, counted for roughly 40

million people in the United States. Additionally, it was found that females outnumber males by

about a million (51% to 49% respectively) (Bergman 2008, p. 25). This study looked at the

“…attitudes, interests, life experiences and future hopes and obligations of the young adults of

Generation Y, those born from 1979 to 1990” (Bergman, 2008, p. 22). The results of this

research found that “the Millennials most attached to money’s symbolic rewards are college

students age 18-29” (Bergman, 2008, p. 38).

8

9

Chapter Three

Introduction

This research study was intended to examine the purchase probability of sustainable

products by consumers. The secondary purpose of this study was to analyze if consumers take

into account the repercussions of non-sustainable apparel products against the environment. The

research design and sample selection will be discussed in the following paragraphs, along with

the instrumentation used in the study.

Research Design

The primary researcher used a self-designed questionnaire for the quantitative research

study. The study distributed by the researcher consisted of two sections. The first section of the

questionnaire was implemented to determine the demographic and psychographic information of

the participants. Factors such as gender, age, ethnicity, shopping habits were examined. Section

two of the survey utilized a scale that measured psychographic information. A five-point Likert

scale ranked the values, where 1 = Very Unimportant, 3 = Neither Important nor Unimportant,

and 5 = Very Important.

Sample Selection and Data Collection

For the present study participants were chosen using a simple random non-probability

sampling method. Students at The Art Institute of Tennessee-Nashville (AiTN) and consumers

at the Mall at Green Hills in Nashville, Tennessee were asked to take a voluntary questionnaire

for the purpose of paper. Over a one week period, research was conducted to find the purchase

probability of sustainable apparel products by consumers.

The primary investigator contacted teachers at AiTN to request participation by students

for this study. The request consisted of an explanation of the research study, a copy of the

10

questionnaire, and a request for possible extra credit given to the students for their participation

during class hours as incentive to take part in this research. Upon completing and turning in the

survey teachers would then give the students extra credit.

The Mall at Green Hills in Nashville, Tennessee was selected due to the age range of

female patrons who shop at this location. The primary researcher was located in the main

hallway of the mall and conducted an intercept survey for passing consumers. Participants were

gauged by the researcher for the age range of 18-29. Once the age range was verified, the

surveys were completed and returned to the investigator to contribute to this study.

The questionnaire was distributed as an intercept survey to twenty-five female

consumers. A convenience sample of twenty-five female students was also used for this study.

Of the surveys distributed to consumers and students, forty-six usable surveys were collected.

The remaining four surveys were unable to be used due to incomplete responses.

Instrumentation

The instrument used to accomplish the research objectives was a questionnaire created

by the researcher. Primarily this questionnaire examined the purchase probability of sustainable

products by consumers. Another purpose was to analyze if consumers take into account the

repercussions of non-sustainable apparel products against the environment.

The first section, demographics and psychographics, consisted of finding out the

participants’ gender, age, ethnicity, average monthly income, spending on apparel items, and

willingness to pay for a sustainable apparel product. Spending on apparel items included

questions concerning how often consumers purchase apparel products (clothing, shoes,

accessories, etc.) within a month and what dollar amount was spent on apparel products within a

month. Questions also consisted of what percentage of the apparel products purchased were

11

sustainable apparel products. The participant was then asked if they would be willing to pay a

higher price for sustainable apparel products over a less expensive non-sustainable apparel

product and what percentage range the higher price would fall.

The second section, psychographics, used a five-point Likert scale to gauge the

participants’ feelings towards sustainable apparel products and the environment where 1 = Very

Unimportant, 3 = Neither Important nor Unimportant, and 5 = Very Important. This scale

examined which values were important to consumers during the shopping experience using

phrases such as when shopping for clothing and accessories, it is important to me to look for

sustainable apparel products or it is important for me to consider the effects on the environment

of my purchase. Responses for this research were obtained through written format.

12

Chapter Four

Introduction

The primary researcher gathered all questionnaires and calculated the results for the

purpose of this research study.

Results 1

Table 4.1, Demographic and Psychographic Profile (Section 1)

Characteristic

U.S.

N

U.S.

%

Gender

Female 46 100.0

Male 0 0

Ethnicity

African-American 10 21.7

American Indian, Eskimo, Aleut 0 0

Asian, Pacific Islander 4 8.7

Hispanic 2 4.3

White 23 50.0

Other 7 15.3

Income (monthly)

$0-250 4 8.7

$251-500 12 26.1

$501-1,000 16 34.8

$1,001-1,250 5 10.9

$1,251 and above 9 19.5

Shopping Frequency (per month)

0-2 times 8 17.4

3-5 times 19 41.3

6-8 times 15 32.6

9 or more times 4 8.7

Spending (monthly on apparel and accessory items)

$0-50 5 10.9

$51-100 11 23.9

$101-150 12 26.1

$151-200 11 23.9

$201-250 5 10.9

$251 and above 2 4.3

13

Table 4.1 shows the characteristics of the participants in this study. The sample size

totaled 46 participants; 28 of these were female students at The Art Institute of Tennessee-

Nashville, in Nashville, Tennessee, while the remaining 18 were female consumers at the Mall at

Green Hills in Nashville, Tennessee. Demographic and psychographic data assembled included

gender, ethnicity, monthly income, shopping frequency, and monthly spending on apparel and

accessory items.

Gender.

The sample was comprised of solely female consumers (100.0%). No male participation

was needed in this study.

Ethnicity.

In this sample, Caucasians made the majority of the population (50.0%) with 23

participants. African Americans represented 10 participants (21.7%), and the Other category

was comprised of seven participants (15.3%). Among the other ethnicities, four Asian

participants (8.7%), and the smallest ethnicity group of participants were Hispanic (4.3%).

There were no American Indian, Eskimo, or Aleut participants for this research.

Monthly Income.

The monthly income of the participants mainly fell in the $501-$1,000 range (34.8%),

while $251-$500 made up a large percentage as well (26.1%). Approximately 19 percent of the

population responded in the $1,251 and above range, while 10.9% answered $1,001-$1,250. The

smallest percentage answered in the $0-$250 (8.7%).

Shopping Frequency.

The questionnaire consisted of four ranges for shopping frequency (per month). The

majority of answers fell in the 3-5 times (41.3%), while the 6-8 times was approximately 33

14

percent. Eight females responded 0-2 times (17.4%), and the remaining four checked the 9 or

more times space (8.7%).

Monthly Spending on Apparel and Accessory Items.

Of the participants used in this study, the majority (26.1%) spends $101-$150 per month

on apparel and accessory items. An equal amount of 11 participants (23.9%) answered in the

$51-$100 range and the $151-$200 range per month. Approximately 11 percent of the

population studied answered in the $0-$50 range, and the same number of participants answered

in the $201-$250 range. The smallest number of females (4.3%) spend $251 per month and

above for apparel and accessory items.

Results 2

A five-point Likert scale was used to determine the variables important to shoppers

before and during a purchase of apparel and accessory items.

Table 4.2, Variables Important to Shoppers (Section 2)

Attribute Mean*

Look for sustainable apparel products 3.07

See if the prices of sustainable apparel products are affordable

before purchase

4.46

See if the prices of non-sustainable apparel products are affordable

before purchase

4.93

Only purchase the lowest priced items 2.85

Consider quality of fabric of the items 3.65

Look at the information on the labels 3.35

Find out what country of origin where the items were made 3.15

Know which companies produce sustainable products 2.93

Consider the effects on the environment of my purchase 3.30

*Likert scale where 1 = very unimportant and 5 = very important

The results of the Likert scale show that the most important variables to female

consumers, aged 18-29 was to see if the prices of sustainable and non-sustainable apparel

products were affordable before purchasing the items. The least important variable for

15

purchasing apparel and accessory items was to know which apparel companies produce

sustainable products; and that only purchasing the lowest priced items was not an important

variable. The majority of the responses stated that the variables such as quality of fabric, looking

for sustainable apparel products, country of origin of the items, and noticing the information on

the labels was neither important nor unimportant.

16

Chapter Five

Introduction

Research Objective 1

Research Objective 2

Research Objective 3

Limitations of the Study

Recommendations for Future Research

17

Appendices

The Art Institute of Tennessee-Nashville

100 Centerview Drive

Suite 250

Nashville, TN 37214

August 24, 2011

Lori D. Barratt

100 Centerview Drive

Suite 250

Nashville, TN 37214

I am a Fashion and Retail Management student at The Art Institute of Tennessee-

Nashville (AiTN). I have created a survey for a Marketing Research class. The purpose of this

study is to evaluate consumers’ likelihood to purchase sustainable apparel products. This survey

will take approximately 5 minutes to complete. Your responses will be confidential. The

principle researcher for this study is Lori Barratt and the responsible faculty contact person is

Amber Chatelain (contact information below).

Amber Chatelain

Lead Faculty from the Fashion and Retail Management at AiTN

100 Centerview Drive

Suite 250

Nashville, TN 37214

1-615-514-3213

achatelain@aii.edu

Your participation in this study is entirely voluntary and your responses should be as

honest as possible. Please sign the participant consent form below if you would like to be a part

of this study. Thank you.

Sincerely,

Lori Barratt

18

SECTION 1: Demographic Information

This section is for classification purposes only and will be strictly confidential.

Mark each question with the appropriate reply. Please check one answer for each

question.

Gender ____ Female ____ Male

Age Are you between the ages of 18 and 29?

____ YES

____ NO (If you answered ‘NO’, then your participation is not needed)

Ethnic Origin

____ African American

____ American Indian, Eskimo, Aleut

____ Asian or Pacific Islander

____ Hispanic

____ White

____ Other _________________________

What is your average monthly income?

____ $0-$250

____ $251-$500

____ $501-$1,000

____ $1,001-$1,250

____ $1,251 and above

How often do you purchase apparel items (clothing, shoes, accessories, etc)?

____ 0-2 times per month

____ 3-5 times per month

____ 6-8 times per month

____ 9 or more times per month

Please continue the survey on the next page.

19

What is your average monthly spending on apparel items (clothing, shoes, accessories, etc)?

____ $0-$50

____ $51-$100

____ $101-$150

____ $151-$200

____ $201-$250

____ $251 and above

What percentage of apparel items purchased in a month are sustainable apparel products

(eco-friendly made clothing and accessories)?

____ 0%

____ 1%-10%

____ 11%-20%

____ 21%-30%

____ 31%-40%

____ 41%-50%

____ 50% or more

Would you be willing to pay a higher price for a sustainable apparel item rather than a

non-sustainable apparel item?

____ YES

____ NO (if you answered ‘NO’, please skip to the next section)

How much more would you be willing to pay for sustainable apparel items?

____ 0%-10%

____ 11%-20%

____ 21%-30%

____ 31%-40%

____ 41%-50%

____ 50% or more

Please continue the survey on the next page.

20

SECTION 2: Please indicate how important each of the following statements is about

your feelings towards sustainable apparel products (eco-friendly clothing

and accessories) and the environment. Please circle one of the following

letter codes that indicate your response.

1 = VERY UNIMPORTANT 4 = IMPORTANT

2 = UNIMPORTANT 5 = VERY IMPORTANT

3 = NEITHER IMPORTANT OR UNIMPORTANT

WHEN SHOPPING FOR CLOTHING

AND ACCESSORIES, IT IS

IMPORTANT FOR ME TO…

Very

Unimportant

Very

Important

Look for sustainable apparel products 1 2 3 4 5

See if the prices of sustainable apparel

products are affordable before purchase

1

2

3

4

5

See if the prices of non-sustainable apparel

products are affordable before purchase

1

2

3

4

5

Only purchase the lowest priced items 1 2 3 4 5

Consider quality of fabric of the items 1 2 3 4 5

Look at the information on the labels 1 2 3 4 5

Find out the country of origin where the

items were made

1

2

3

4

5

Know which companies produce sustainable

products

1

2

3

4

5

Consider the effects on the environment of

my purchase

1

2

3

4

5

THANK YOU!!!

21

References

Apparel industry leaders launch sustainable apparel coalition (2011). United States, New York:

PR Newswire Association LLC.

Bakewell, C., & Vincent-Wayne, M. (2003). Generation Y female consumer decision-making

styles. International Journal of Retail & Distribution Management, 31(2), 95-106.

Bergman, S. (2008). The adults of Generation Y in the U.S.: Hitting the demographic, lifestyle

and marketing mark. Packaged Facts. 1-283. Retrieved July 27,2011.

http://academic.marketresearch.com/product/display.asp?productid=1282382&curl=&sur

l=%2Fsearch%2Fresults%2Easp%3Fprid%3D1169274377%26query%3DGen%2BY%2

Badult%2Bconsumers&prid=1169274377

Farrant, L., Olsen, S. I., & Wangel, A. (2010). Environmental benefits from reusing clothes. The

International Journal of Life Cycle Assessment, 15(7), 726-736. doi:10.1007/s11367-010-

0197-y

Gam, H., Cao, H., Farr, C., & Heine, L. (2009). C2CAD: A sustainable apparel design and

production model. International Journal of Clothing Science and Technology, 21(4), 166-

179. doi:10.1108/09556220910959954

Hustvedt, G., & Dickson, M. A. (2009). Consumer likelihood of purchasing organic cotton

apparel. Journal of Fashion Marketing and Management, 13(1), 49-49-65.

doi:10.1108/13612020910939879

Klerk, H., & Lubbe, S. (2008). Female consumers’ evaluation of apparel quality: Exploring the

importance of aesthetics. Journal of Fashion Marketing and Management 12(1), 36-50.

doi: 10.1108/13612020810857934

22

Koskela, M., & Vinnari, M. (Eds.). (2009). The future of the consumer society. Tampere,

Finland: Finland Futures Research Centre.

McDonough, W. & Braungart, M. (2002), Remarking the way we make things: Cradle to cradle,

North Point Press, New York, NY.

Research and markets: Product life cycle management in the textile and apparel industry (2009).

United Kingdom, Coventry: Normans Media Ltd.

Sustainable apparel coalition. (2011a). Retrieved August 16, 2011.

http://www.apparelcoalition.org/faqs#q2.

Sustainable apparel coalition. (2011b). Retrieved August 16, 2011.

http://www.apparelcoalition.org/members.

United States Environmental Protection Agency. (2011a). Retrieved August 25, 2011.

http://www.epa.gov/aboutepa/history/index.html

United States Environmental Protection Agency. (2011b). Retrieved August 25, 2011.

http://www.epa.gov/aboutepa/whatwedo.html

United States Environmental Protection Agency. (2011c). Retrieved August 25, 2011.

http://www.epa.gov/sustainability/basicinfo.htm#sustainability