I’ve Got My Eyes on You: An Exploratory Eye Tracking Study of Consumers’ Attention to Sustainability-Inspired Labelling on Fashion Hang Tags

Nikolaos Dimitriadis (), Elina Ketikidi Gerakis (), Matteo Venerucci () and Panayiota Alevizou ()
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Nikolaos Dimitriadis: CITY College, University of York Europe Campus
Elina Ketikidi Gerakis: CITY College, University of York Europe Campus
Matteo Venerucci: Tobii AB
Panayiota Alevizou: University of Sheffield

Chapter 24 in The Palgrave Handbook of Sustainability in Fashion, 2024, pp 327-345 from Springer

Abstract: Abstract Climate change has become one of the key challenges facing the world today. Fashion companies worldwide are keen to communicate their sustainability-related initiatives on a variety of platforms such as websites, social media, product packages and so on. Hang tags are used as an outlet for multiple signals such as price, fit, quality and sustainability. This chapter presents the findings from an eye tracking experiment aimed at exploring consumers’ attention to sustainability labelling and communication on fashion hang tags. We found that language, position and graphics on the tags influence the visual performance of intended messages.

Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-031-69682-4_24

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DOI: 10.1007/978-3-031-69682-4_24

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