Exploring consumer beliefs about wool apparel in the USA and Australia

Abstract

The wool industry has responded to the decline in wool’s share of the textile market with innovations in production, processing and marketing that are aimed at increasing consumer demand for wool apparel. However, little is known about whether consumers’ beliefs about wool apparel reflect these innovations and whether consumers’ beliefs are uniform or vary in different markets. This exploratory study investigated consumers’ beliefs about wool apparel in three different locations (New York and Colorado in the USA and Western Australia). The findings indicate that both positive and negative perceptions of garment attributes are related to perceived garment value, as illustrated in the proposed model. Further, beliefs about wool were found to vary dramatically depending on context.

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