The Effect of Knowledge on Decision-Making in the Context of Organic Cotton Clothing

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2013-01-01
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Oh, Keunyoung
Abraham, Liza
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International Textile and Apparel Association (ITAA) Annual Conference Proceedings
Iowa State University Conferences and Symposia

The first national meeting of textile and clothing professors took place in Madison, Wisconsin in June 1959. With a mission to advance excellence in education, scholarship and innovation, and their global applications, the International Textile and Apparel Association (ITAA) is a professional and educational association of scholars, educators, and students in the textile, apparel, and merchandising disciplines in higher education.

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The effect of consumer knowledge on decision-making has been studied in several ways (Alba & Hutchinson, 1987; Bellman & Park, 1980; Brucks, 1985; Hoch & Deighton, 1989; Lee & Lee, 2009). Consumers constantly gather information and store it in memory as knowledge, use this knowledge in evaluating and choosing products (Murray & Schlacter, 1990). Consumer knowledge may influence how consumers process product information provided by apparel manufacturers on hang tags and product labels and what products they buy. Labels and hang tags for apparel products were found to provide consumers with useful information on decision making (Chowdhary, 2003).

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