Generation Y's attitudes towards apparel labeled with organic, recycled and fair trade

Date
2013-01-01
Authors
Hwang, Chanmi
Lee, Young-A
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Generation Y (Gen Y), a large and powerful consumer segment with a long future of potential consumer decisions, is now entering young adulthood (Lee & Hill, 2012). This generation has a considerable buying power that grabs the attention of apparel companies promoting corporate social responsibility (CSR)−the responsibility of an organization for the impacts of its activities on society, the environment and its own prosperity. However, Bhaduri and Ha-Brookshire (2011) states that Gen Y consumers are skeptical about labels and promotional CSR messages than previous generations. This may mean these consumers look for products with CSR activities when perceiving the activities to be reasonable and authentic.

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