Information transparency has mostly been associated with financial institutions, and little is known about its application in the apparel supply chain. The aim of this study was to gain an in-depth understanding of the factors that may influence consumer attitude and purchase intention with respect to apparel products from businesses that are transparent about their supply chain. An interpretive analysis, through interviews with consumers, revealed that attitude and intention seemed to be affected by prior knowledge about the apparel industry, distrust on the business’ efforts, values (hedonic and social responsibility value) gained by consumers by consuming transparent products, as well as price and quality of the product. The study uses the theory of reasoned action to explain the relation between attitude and intention and combines with the concepts of consumer value and price and quality. Implications, limitations and scope of further research are also discussed.
Burchell, J., & Cook, J. ( 2006). It’s good to talk? Examining attitudes towards corporate social responsibility dialogue and engagement processes. Business Ethics: A European Review, 15, 154-170.
4.
Carpenter, J.M., Moore, M., & Fairhust, A.E. (2005). Consumer shopping value for retail brands. Journal of Fashion Marketing and Management , 9, 43-53.
5.
Carter, C.R., & Rogers, D.S. ( 2008). A framework of sustainable supply chain management: Moving toward new theory. International Journal of Physical Distribution & Logistics Management, 38, 360-387.
6.
Creyer, E., & Ross, W.T. ( 1996). The impact of corporate behavior on perceived product value. Marketing Letters, 7, 173-185.
7.
Dickerson, K.G. ( 1999). Textiles and apparel in the global economy (3rd ed.). Upper Saddle River, NJ: Prentice-Hall.
8.
Dickson, M.A. ( 2000). Personal values, beliefs, knowledge, and attitudes relating to intentions to purchase apparel from socially responsible businesses. Clothing and Textiles Research Journal, 18, 19-30.
9.
Dickson, P.R., & Sawyer, A.G. ( 1986). Point-of-purchase behavior and price perceptions of supermarket shoppers. Report No. 86-102. Cambridge, MA: Marketing Science Institute.
10.
Dutton, J.E., & Dukerich, J.M. (1991). Keeping an eye on the mirror: Image and identity in organizational adaptation. Academy of Management Journal, 34, 517-554.
11.
Dyer, B., & Ha-Brookshire, J. (2008). Apparel import intermediaries’ secrets to success: Redefining success in a hyper-dynamic environment. Journal of Fashion Marketing and Management, 12, 51-67.
12.
Feitelberg, R. ( 2010). Fashion’s new order: Transparency. Womens Wear Daily, 199, 16.
13.
Gadamer, H.G. ( 1975). Truth and method (2nd rev.) (J. Weinsheimer & D. G. Marshall, Eds. & Trans.). New York: Crossroad.
14.
Ha-Brookshire, J.E., & Hodges, N.N. ( 2009). Socially responsible consumer behavior? Exploring used clothing donation behavior. Clothing and Textiles Research Journal, 27, 179-196.
15.
Holbrook, M., & Hirschman, E. ( 1982). The experiential aspects of use: Consumer fantasies, feelings, and fun. Journal of Business Research, 3, 281-295.
16.
Hultgren, F.H. ( 1989). Introduction to interpretive inquiry. In F. H. Hultgren & D. L. Coomer (Eds.), Alternative modes of inquiry in home economics research (pp. 35-42). New York, NY: State University of New York.
17.
King, J.E., & Workman, J.E. ( 1996, August 1-4). Socially responsible consumption behavior, perceived consumer effectiveness and textile knowledge. Poster presented at the annual conference of the International Textile and Apparel Association, Banff, Canada.
18.
Kpmg. (2005). KPMG International Survey of Corporate Responsibility Reporting 2005. Amsterdam : University of Amsterdam.
19.
Lafferty, B., & Goldsmith, R.E. (1999). Corporate credibility’s role in consumer attitudes and purchase intentions when a high versus a low credibility endorser is used in the ad. Journal of Business Research, 44, 109-116.
Levis Strauss & Co. (2011). Product impact information. Retrieved March 23 from http://levistrauss.com/sustainability/product/product-impact-information
22.
Mason, J. ( 1996). Qualitative researching. London: SAGE.
23.
McCracken, G.D. ( 1988). The long interview. Newbury Park, CA: SAGE.
24.
Patagonia. (2010). Environmentalism: The footprint chronicles. Retrieved August 09 from http://www.patagonia.com/web/us/patagonia.go?assetid=23429
25.
Rossiter, J.L., & Percy, L. ( 1998). Advertising communications and promotion management (2nd ed.). New York, NY: McGraw Hill.
26.
Sikdar, S.K. ( 2003). Sustainable development and sustainability metrics. AIChE Journal, 49, 1928-1932.
27.
Singh, J., de los Salmones Sanchez, M.M.G. , & del Bosque , I.R. (2008). Understanding corporate social responsibility and product perceptions in consumer markets: A cross-cultural evaluation. Journal of Business Ethics, 80, 597-611.
28.
Slavin, M. ( 2009). Commentary: Transparency increases firms’ credibility . Daily Journal of Commerce, p 5.
29.
Spiggle, S. ( 1994). Analysis and interpretation of qualitative data in consumer research. Journal of Consumer Research, 21, 491-503.
30.
Strutnin, R. ( 2008, September-October). Managing brands through supply chain visibility. China Business Review, 35(5), 30-33.
31.
Tran, K.T.L. ( 2007). Green movement shines at L.A. textile shows. Women’s Wear Daily, 194, 12.
32.
Merriam-Webster Online Dictionary. (2010). Transparency. Retrieved February 18, 2010, from http://www.merriam-webster.com/dictionary/transparent
33.
Vishwanath, T., & Kaufmann, D. ( 2001). Toward transparency: New approaches and their application to financial markets. World Bank Research Observer, 16, 41-57.
34.
Walsham, G. ( 2006). Doing interpretive research. European Journal of Information Systems, 15, 320-330.
35.
Wengraf, T. ( 2001). Qualitative research interviewing. London: SAGE.
36.
World Commission on Environment and Development. ( 1987). Our common future. Oxford: Oxford University Press.
37.
Zeithaml, V. ( 1988). Consumer perceptions of price, quality and value: A means-end model and synthesis of evidence. Journal of Marketing, 52, 2-22.
