Transparent Threads: Understanding How U.S. Consumers Respond to Traceable Information in Fashion

Abstract

This study employed the stimulus–organism–response (S-O-R) model to investigate the factors that influence consumers’ internal evaluation and, consequently, their behavioral actions toward apparel with traceable information. The S-O-R model proposed comprised information quality, brand image, and promotional efforts as the stimuli, brand trust and perceived value as the organisms, and purchase intention, word-of-mouth, and brand loyalty as the behavioral responses. Additionally, consumer environmental knowledge was included as a moderator for the relationships between the stimuli and the organisms. A total of 400 eligible U.S. consumer responses were collected for analysis through a Qualtrics online survey. The proposed model’s psychometric properties were evaluated, and the hypotheses were tested using the multiple regression method. The model shows satisfactory explanatory power for consumers’ internal states and behavioral responses toward apparel with traceable information. To enhance traceable marketing strategies, brands should focus on improving their brand image and promotional efforts to motivate consumers to make more sustainable choices. Effective traceability has a substantial impact on consumer trust, loyalty, perceived value, WOM, and purchase intention. The proposed research model shows good explanatory power.