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).