An Exploratory Investigation of Garments’ Production Countries of Origin (COOs) Disclosure to Consumers

Abstract

For legislative and managerial purposes, brands are increasingly transparent in disclosing more information on the countries of origin (COOs) involved in their products’ production. This study 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, a questionnaire survey was performed with a panel of 103 consumers, followed by the sharing of experimental products’ webpages with an additional panel of nine consumers in France. The webpage was accessed via a QR code. The study shows that several preconceived notions drive consumers’ perceptions, and, in fact, additional information regarding COOs does not overcome stereotypes.