Natural,Synthetic,and Blended Fiber Contents: An Investigation of Consumer Preferences and Perceptions

Abstract

Although fiber content is one of the most important factors influencing consumers' clothing purchase decisions, little research has been conducted to substantiate a preference for natural, synthetic, or blended fiber contents or to link perceptions offibers with any particular market segment. For this study a sample was taken of 177 female apparel shoppers from three regional malls in a southeastern state. The objectives were to examine fiber content preferences and perceptions among female apparel consumers and the relationship between fiber content preference and perceptions and demographic variables. Findings confirmed that the female apparel shoppers studied had definite fiber content preferences for various items of apparel; however, these preferences were not generally related to demographic characteristics. The respondents had well defined perceptions of the fiber contents studied and, with the exception of the polyester/cotton blend, these perceptions seemed to be consistent across demographic variables.