Labelling wool products for animal welfare and environmental impact

摘要: The notable growth of the market in recent years indicates apparel consumers' interest organic fibre products. Yet less is understood about how consumers would respond to labelling for other credence attributes associated with animal-fibre products, such as animal welfare or eco-friendliness. An online survey 507 US was used compare reactions a variety schemes wool product attributes, including animal-friendly, and environmentally friendly production. Consumer segments were created based on frequency label choice, analysis variance multinomial logit regression identify characterize demographics psychographics consumer that found environmental concerns appealing. study identified segment (19% sample) who motivated purchase products labelled welfare. These animal-focused could be relatively high accuracy from demographic psychographic variables model. model variables, which included familiarity self-perceived knowledge damage related production, not effective identifying environment-focused consumers. results also demonstrated ability general belief rights motivate sample, suggesting acting concern animals more powerful motivation behaviour than environment.