Low-literate consumers' use of clothing labels amidst personal and product related challenges

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• 作者：Hanlie van Staden ; Daleen van der Merwe ; Annette van Aardt and Susanna Ellis
• 刊名：International Journal of Consumer Studies
• 出版年：2017
• 出版时间：January 2017
• 年：2017
• 卷：41
• 期：1
• 页码：79-86
• 全文大小：462K
• ISSN：1470-6431

文摘

Low-literate consumers experience various challenges in the marketplace. This quantitative study focused on low-literate female consumers' use of clothing labels amidst personal and product-related challenges in the marketplace. An interviewer-administered questionnaire was used among black African female consumers (n = 450) with literacy levels ranging from Grades 5 to 8 (on average, 11–14 years old), residing in the Emfuleni Local Municipality area, Gauteng, South Africa. Personal challenges experienced involved reading and numeracy skills, as well as concrete and pictographic thinking. Although respondents indicated that they read and understand clothing labels, results revealed problems experienced when attempting to use the information provided. Their numeracy skills were average and related abstract thinking skills were fair. Product-related challenges were related to the format of labels, care-label knowledge and evaluation of clothing quality. Respondents' preference for symbolic and graphic presentation of size format provided evidence of pictographic thinking. Care label understanding was poor, and clothing products were evaluated concretely. Some of the older respondents were inclined to follow the peripheral route of elaboration when reading clothing-label information. We conclude that low-literate consumers' use of clothing label information can improve if provided in a format that they can read and understand.