Journal article
G. Hustvedt, John C. Bernard
2010
2010
Semantic Scholar
DOI
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APA
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Hustvedt, G., & Bernard, J. C. (2010). Effects of social responsibility labelling and brand on willingness to pay for apparel.
Chicago/Turabian
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Hustvedt, G., and John C. Bernard. “Effects of Social Responsibility Labelling and Brand on Willingness to Pay for Apparel” (2010).
MLA
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Hustvedt, G., and John C. Bernard. Effects of Social Responsibility Labelling and Brand on Willingness to Pay for Apparel. 2010.
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@article{g2010a,
title = {Effects of social responsibility labelling and brand on willingness to pay for apparel},
year = {2010},
author = {Hustvedt, G. and Bernard, John C.}
}
Abstract
This study examined changes in consumer willingness to pay (WTP) for apparel products as labour-related information and brand were added. Tobit analysis of auction bids from 121 university students for t-shirts showed men, Hispanics and consumers who believe in social responsibility and fair trade had significantly higher WTP once labour-related labelling was added. The amount and complexity of information did not matter, leaving substantial leeway to companies in crafting their message. Adding brand significantly increased WTP for two better-known brands while not changing WTP for the social responsibility messages. Results suggested brands can benefit from stressing social responsibility-related attributes of products.