Samenvatting

QUOTE “Many green fashion brands make significant efforts to communicate to their consumers about brand’s responsible practices through hang tags, but their investment is not sufficiently returned. According to my research, their key consumers often perceive them unclear, illegible and overwhelming. Shifting the perspective and obtaining clear information what it is that consumers actually prefer, is crucial for improving brand image. By looking at early adopters’ consumer attitudes we can predict what behaviors will be later adopted by masses.” TABLE OF CONTENTS 1. Introduction. - 2. Literature overview. - 3. Market analysis. - 4. Experimental part. - 5. Discussion and conclusions. - 6. Bibliography HYPOTHESES Hypothesis 1: Higher information density on the hang tag does not necessarily positively affect brand attitude. - Hypothesis 2: Higher knowledge of social responsibility in fashion does enhance brand attitude. - Hypothesis 3: Preferred issues to be communicated are child labour and women’s rights. To verify the correctness of the three hypothesis, an online survey was conducted, involving 187 respondents, out of which 48 were Europeans from the early adopter consumer segment Lifestyles of Health and Sustainability (LOHAS). The issues addressed were: consumer knowledge of social responsibility, preferred social issues to be communicated, their attitudes towards different hang tags of 5 European brands and the attitude towards these brands. - Also, different functional elements of hang tags such as textual explanation, brand elements, QR codes and independent certification labels were researched in relation to brand attitude. - LOHAS consumers show high engagement with tags in stores and influence all other market segments with their progressive behavior. ARTICLE The article is based on the research findings. It was written as intended for the readers of EcoTextile News. Its title is: “Research Shifts Perspectives on Hang Tag Communication”.