Sourcing Matters:
If priced equally, consumers are 14% more likely to purchase a garment if the label states ‘Made in Europe’.
Consumer don’t value the fact that it is locally sourced as much as they value the materials globally.
A production country could be an interesting study: (example: Made in Portugal, Made in Italy) to understand nuances.
A label stating obviously that this garment was produced ‘locally’ vs ‘internationally’ & ‘ethically/ fair-trade’ vs ‘sustainably’ could provide some deeper understanding in the scale of values and understanding of consumers.
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