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Decoding the Green Seal: How Eco-Labels Influence Perceived Quality in Fashion

Lintelo, D.E. te (2024) Decoding the Green Seal: How Eco-Labels Influence Perceived Quality in Fashion.

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Abstract:This thesis examines how eco-labels affect consumers' perceived quality of clothing, focusing on the mediating role of perceived eco-label credibility. Using signaling theory, it distinguishes between Type I (certified) and Type II (non-certified) eco-labels to examine their impact on consumer perceptions in the fashion industry. A quantitative 3 x 2 experimental design was initially conducted with 111 Dutch participants who evaluated two clothing products (T-shirt and blazer) with a certified, a non-certified, or no eco-label. Since no significant differences were found between the products, the analysis was simplified to a 3 x 1 design, combining the two products. One-way ANOVA and mediation analyses assessed the relationships between eco-label types, perceived quality, and the mediating effect of credibility. The study highlights that only certified labels had a significant mediation effect on perceived quality. Both certified and non-certified eco-labels positively influenced perceived quality, but certified labels were seen as more credible, leading to higher quality perceptions. This research contributes to signaling theory by emphasizing the importance of eco-label credibility. Recommendations include the need for third-party certifications and transparent communication by brands and policymakers. Future research should broaden eco-label categories and explore more diverse consumer behaviors.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:70 social sciences in general
Programme:Communication Science MSc (60713)
Link to this item:https://purl.utwente.nl/essays/104320
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