Green Washing:
A simple label stating the garment & the price vs a label stating some attributes will always be more likely to sell (average 10% more likely).
However, it needs to be a label that speaks to consumers.
A label stating simply ‘Quality Basic’ doesn’t speak to them at all and has 0 effect on the likelihood of purchasing (NEGATIVE -0.3% more likely to purchase than a neutral label).
The label ‘sustainably sourced’ has a nice connotation to consumers who are 10% more likely to purchase it priced equally – however, if priced 5 euros more, consumers are equally likely to buy it as if the label is neutral (only 1% more likely).
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