Examining the Relationship Between Label Awareness and Eco-Consciousness in Clothing Consumption

International Journal of Economics and Management Studies

© 2025 by SSRG - IJEMS Journal

Volume 12 Issue 9

Year of Publication : 2025

Authors : Koel Malhotra

10.14445/23939125/IJEMS-V12I9P102

How to Cite?

Koel Malhotra, "Examining the Relationship Between Label Awareness and Eco-Consciousness in Clothing Consumption," SSRG International Journal of Economics and Management Studies, vol. 12,  no. 9, pp. 15-27, 2025. Crossref, https://doi.org/10.14445/23939125/IJEMS-V12I9P102

Abstract:

Eco and ethical labels play a crucial role in influencing customer behaviour and have become increasingly important in the rise of sustainable fashion in both academic study and industry practice. This study aimed to investigate the relationship between label familiarity, label knowledge, and eco-consciousness, specifically within the textile and clothing industry, among Singaporean consumers. Additionally, the study explored gender based differences in these variables. 102 participants completed an online survey to collect data, which was then analyzed using visual representation, independent t-tests, Levene’s test, and Pearson correlation analysis to look at how these factors related to one another. The findings indicated that there is no statistically significant difference in the familiarity and knowledge of ethical and ecolabels between females and males. However, there was a significant difference in eco-consciousness, with females reporting higher eco-consciousness than males. Moreover, label familiarity is positively correlated with label knowledge. In addition, a small but significant and positive correlation exists between familiarity towards a label and eco consciousness. Eco-consciousness and label knowledge did not significantly correlate. These results confirm that the attitude-behavior gap in sustainable fashion still exists. The results highlight the need for Eco and Ethical label meanings to be communicated more clearly. This study emphasized how companies and policymakers can increase consumer trust and encourage more environmentally friendly buying habits.

Keywords:

Eco-conscious, Ethical, Familiarity, Knowledge, Label.

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