U.S. Consumers' Willingness to Pay for Wool Product Attributes
Submitted on Sep 02, 2009 (Original item from 2008)
Farmed Animals | Fur or Fur Trim
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Short Description:
An online survey of 507 U.S. consumers compared consumers' reactions with a variety of labeling schemes for wool product attributes, including animal-friendly, organic and environmentally friendly production. The study sought to analyze the demand for various attributes of wool products, identify characteristics of individuals who are willing to pay for these attributes, and examine the effect of providing additional information about these attributes.
Abstract:
This study successfully identified a segment of consumers (19% of the sample) who were motivated to purchase apparel products positioned as animal-friendly. These consumers could be identified from demographic and psychographic variables in the model, including familiarity with organic products and self-perceived knowledge about environmental damage related to apparel production.
However, these variables did not allow researchers to identify environmentally-focused consumers, suggesting that animal welfare concerns are potentially a more powerful motivator among consumers than environmental concerns, at least for certain clothing purchases.
Spot Check Number:
1151
Sponsor:
Kansas State University, Texas State University at San Marco
Animal Type:
Farm Animals
Record Type:
Academic Paper
Research Method:
Print Survey, Literature Review
Geographic Region:
United States National
Number of Participants:
507
Year Conducted:
2008
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