Consumption of Sustainable Denim Products: The Contribution of Blockchain Certified Eco-Labels
Abstract
:1. Introduction
2. Literature Review and Research Questions
2.1. Environmental and Social Impacts of the Demin Industry
2.2. Blockchain Technology in the Fashion Industry
2.3. Consumer Decision-Making toward Denim Products
2.4. Product Attributes of Sustainable Denim
2.4.1. Price
2.4.2. Brand Name
2.4.3. Type of Material
2.4.4. Eco-Labeling
2.5. Research Questions
- Which product attributes do consumers prioritize when purchasing sustainable denim jeans?
- Within these attributes, which specific levels of each attribute are most preferred by consumers?
- How do consumer preferences for different product attributes and their respective levels vary according to demographic factors?
3. Methodology
3.1. Experimental Design with Conjoint Analysis
3.2. Survey Instrument
3.3. Data Collection and Sample Profile
4. Results and Discussion
4.1. Which Product Attributes Do Consumers Prioritize When Purchasing Sustainable Denim Jeans?
4.2. Part-Worth Utility Estimates
4.3. Preference Analysis by Demographics
5. Conclusions
5.1. Implications
5.2. Limitations and Future Research Directions
Author Contributions
Funding
Institutional Review Board Statement
Informed Consent Statement
Data Availability Statement
Conflicts of Interest
References
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Attributes | Levels |
---|---|
Price | USD 79 |
USD 99 | |
USD 129 | |
Materials | Made of recycled materials |
Made of non-recycled materials | |
Brand name | Levi’s |
Blue Star | |
Eco-label | No eco-label |
Fair-Trade Certification | |
The Certified B Corporation | |
Blockchain eco-label |
Cards | Price | Material | Brand Name | Eco-Label |
---|---|---|---|---|
1 | USD 99 | Non-recycled materials | Blue Star | The Certified B Corporation |
2 | USD 79 | Recycled materials | Levi’s | No eco-label |
3 | USD 129 | Non-recycled materials | Blue Star | Blockchain eco-label |
4 | USD 99 | Recycled materials | Blue Star | Fair-Trade Certification |
5 | USD 99 | Non-recycled | Levi’s | No eco-label |
6 | USD 99 | Recycled | Levi’s | Blockchain eco-label |
7 | USD 129 | Recycled | Levi’s | The Certified B Corporation |
8 | USD 79 | Non-recycled | Blue Star | No eco-label |
9 | USD 129 | Non-recycled | Levi’s | Fair-Trade Certification |
Demographics | Percentage (%) | Percentage (%) | |
---|---|---|---|
Gender | Education | ||
Male | 49.4% | Less than high school | 4.1% |
Female | 48.7% | High school graduate | 28.5% |
Others | 1.9% | Associate degree/some college education | 24.7% |
Age | Bachelor’s degree | 25.4% | |
18–24 | 16.5% | Advanced degree | 17.3% |
25–30 | 17.7% | Marital Status | |
31–35 | 13.2% | Single | 47.2% |
36–40 | 13.4% | Married | 38.6% |
41–45 | 13.2% | Divorced | 8.9% |
46–50 | 13.7% | Widowed | 2.6% |
51 and over | 12.3% | Other | 2.7% |
Ethnicity | Income Level | ||
White | 68.3% | Less than USD 40,000 | 33.6% |
Black or African American | 16.5% | USD 40,001–USD 50,000 | 13.4% |
American Indian or Alaska Native | 0.7% | USD 50,001–USD 75,000 | 17.5% |
Asian | 5.0% | USD 75,001–USD 100,000 | 12.5% |
Latino or Hispanic | 7.4% | USD 100,001–USD 125,000 | 7.2% |
Other | 2.1% | More than USD 125,000 | 15.8% |
Attributes | Relative Importance (%) | Levels | Part-Worth Utility |
---|---|---|---|
Price | 50.43% | USD 79 | 0.514 |
USD 99 | −0.004 | ||
USD 129 | −0.510 | ||
Material | 17.76% | Recycled | 0.180 |
Non-recycled | −0.180 | ||
Brand Name | 16.71% | Levi’s | 0.170 |
Blue Star | −0.170 | ||
Eco-Label | 15.10% | No eco-label | −0.079 |
Fair-Trade Certification | 0.102 | ||
The Certified B Corporation | −0.165 | ||
Blockchain Eco-label | 0.142 |
Sub-Groups | Price | Materials | Brand Name | Eco-Label | |||||||
---|---|---|---|---|---|---|---|---|---|---|---|
USD 79 | USD 99 | USD 129 | Recycled | Non-recycled | Levi’s | Blue Star | No eco-label | Fair-Trade Certification | The Certified B Corporation | Blockchain eco-label | |
Age | |||||||||||
Gen Z | 0.687 | −0.059 | −0.628 | 0.179 | −0.179 | 0.145 | −0.145 | −0.038 | −0.091 | −0.197 | 0.326 |
Gen Y | 0.500 | −0.044 | −0.456 | 0.162 | −0.162 | 0.147 | −0.147 | −0.073 | 0.171 | −0.126 | 0.028 |
Others | 0.456 | 0.066 | −0.522 | 0.203 | −0.203 | 0.208 | −0.208 | −0.104 | 0.104 | −0.196 | 0.196 |
Gender | |||||||||||
Male | 0.561 | −0.021 | −0.539 | 0.137 | −0.137 | 0.128 | −0.128 | −0.056 | 0.068 | −0.111 | 0.098 |
Female | 0.498 | 0.005 | −0.503 | 0.211 | −0.211 | 0.228 | −0.228 | −0.113 | 0.137 | −0.208 | 0.184 |
Education | |||||||||||
Before College | 0.582 | −0.031 | −0.551 | 0.200 | −0.200 | 0.198 | −0.198 | −0.064 | 0.083 | −0.194 | 0.174 |
After College | 0.420 | 0.034 | −0.454 | 0.153 | −0.153 | 0.130 | −0.130 | −0.100 | 0.127 | −0.124 | 0.097 |
Income Level | |||||||||||
Low Income (Less than USD 75,000) | 0.560 | −0.029 | −0.531 | 0.184 | −0.184 | 0.171 | −0.171 | −0.073 | 0.119 | −0.194 | 0.149 |
High Income (More than USD 75,000) | 0.435 | 0.039 | −0.475 | 0.174 | −0.174 | 0.167 | −0.167 | −0.089 | 0.071 | −0.113 | 0.130 |
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Lou, X.; Xu, Y. Consumption of Sustainable Denim Products: The Contribution of Blockchain Certified Eco-Labels. J. Theor. Appl. Electron. Commer. Res. 2024, 19, 396-411. https://doi.org/10.3390/jtaer19010021
Lou X, Xu Y. Consumption of Sustainable Denim Products: The Contribution of Blockchain Certified Eco-Labels. Journal of Theoretical and Applied Electronic Commerce Research. 2024; 19(1):396-411. https://doi.org/10.3390/jtaer19010021
Chicago/Turabian StyleLou, Xingqiu, and Yingjiao Xu. 2024. "Consumption of Sustainable Denim Products: The Contribution of Blockchain Certified Eco-Labels" Journal of Theoretical and Applied Electronic Commerce Research 19, no. 1: 396-411. https://doi.org/10.3390/jtaer19010021