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Effects of Fiber Content Labeling on Perception of Apparel Characteristics

Department of Vocational Education Studies, Southern Illinois University at Carbondale, IL 62901-4318

The purposes of this study were to examine stereotypic perceptions associated with the fiber content of jeans and to determine if a prejudice exists againstjeans made of polyester. In an experimental design the independent variable was four variations of hangtag information: 100% cotton, 100% polyester, 50% cotton/50% polyester, and no fiber content information. The dependent variable was a list of attributes associated with jeans which subjects evaluated by checking 7-point Likert-type scales. Two variations of the study were conducted in order to test for stereotypic perceptions and to determine if a prejudice exists against polyester jeans. Results indicated jeans labeled 100% polyester were characterized as low quality garments that were of low quality fabric and construction and not likely to be purchased by college students. Thus, it appears there is a stereotype associated with polyester; however, there is not a prejudice against polyester jeans as subjects did not misperceive or disregard information (100% cotton fabric) that conflicted with the polyester stereotype.

Clothing and Textiles Research Journal, Vol. 8, No. 3, 19-24 (1990)
DOI: 10.1177/0887302X9000800304


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