Acceptance of a Socially Responsible Label Model for Apparel Products: Application of the Technology Acceptance Model

Date
2013-01-01
Authors
Ma, Yoon Jin
Gam, Hae Jin
Banning, Jennifer
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Altmetrics
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Abstract

With a growing group of environmentally and socially conscious consumers, the range of socially responsible (SR) products available in the market has likewise expanded (Marquardt, 2010); currently over 300 different SR labels are being used (Case, 2009). Because such diverse labels exist, consumers have been struggling with identifying information on the label to make an informed, SR purchase decision (D’Souza, 2004; Horne, 2009). In particular, due to the complicated nature of SR practices in apparel products, consumers feel difficulties in identifying SR apparel products and practices in the marketplace (Chen & Burns, 2006; Goswami, 2008).

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