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