DRESSCODES 11
An Exploratory Investigation of Garments’ Production Countries of Origin (COOs) Disclosure to Consumers
For legislative and managerial purposes, brands are increasingly transparent in disclosing more information on the countries of origin (COOs) involved in the production of their products. This presentation aims to further research what information regarding the COOs involved in the production of a garment must be communicated to consumers, and how such information should be communicated. To this end, we will revisit the findings of our study, which involved a questionnaire survey conducted with a panel of 103 consumers, followed by the sharing of experimental product webpages with an additional panel of nine consumers in France. The webpage was accessed via a QR code. We will demonstrate that several preconceived notions influence consumers' perceptions, and, in fact, additional information regarding COOs does not overcome stereotypes about the countries of origin.
