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An Exploratory Investigation of Garments’ Production Countries of Origin (COOs) Disclosure to Consumers

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  • Ambre Creux-Martelli

    (Department of Social and Public Communication, Université du Québec à Montréal (UQÀM), Montréal, QC H2L 2C4, Canada
    Laboratoire sur l’Influence et la Communication (Labfluens), Université du Québec à Montréal (UQÀM), Montréal, QC H2L 2C4, Canada
    Institut Français de la Mode, 75013 Paris, France)

  • Joséphine Riemens

    (Institut Français de la Mode, 75013 Paris, France
    LAMIH-UMR CNRS 8201, Arts et Métiers Sciences et Technologies, Institute of Technology, 75013 Paris, France)

  • Andrée-Anne Lemieux

    (Institut Français de la Mode, 75013 Paris, France)

Abstract

For legislative and managerial purposes, brands are increasingly transparent in disclosing more information on the countries of origin (COOs) involved in their products’ production. This study aims to further research what information regarding the COOs involved in the production of a garment must be communicated to consumers, and how such information should be communicated. To this end, a questionnaire survey was performed with a panel of 103 consumers, followed by the sharing of experimental products’ webpages with an additional panel of nine consumers in France. The webpage was accessed via a QR code. The study shows that several preconceived notions drive consumers’ perceptions, and, in fact, additional information regarding COOs does not overcome stereotypes.

Suggested Citation

  • Ambre Creux-Martelli & Joséphine Riemens & Andrée-Anne Lemieux, 2023. "An Exploratory Investigation of Garments’ Production Countries of Origin (COOs) Disclosure to Consumers," Sustainability, MDPI, vol. 15(8), pages 1-15, April.
    • Handle: RePEc:gam:jsusta:v:15:y:2023:i:8:p:6927-:d:1127999
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    References listed on IDEAS

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