Abstract
Background: Textile experiences are not only based on how the textile feels but also on factors such as point of purchase, brand, and type of textile. Methods are needed that not only monitor consumer’ reactions when textiles are touched, but also reactions to the pre-tactile phases, such as point of sale and information about the origin of the textile material, to develop strategies to increase consumer acceptance of sustainable textiles.
Method: This study with 31 participants monitored consumer’ reactions to four textile samples during three phases of typical clothing-consumer interactions during the purchase of a t-shirt: 1) clothing store (discount or upscale), 2) t-shirt material information (reused, recycled, polylactic acid (PLA), organic cotton and nettles), and 3) touching the textile. Phases 1 and 2 were standardized with video segments. In phase 3 the participants probed the textile by sliding their hand into a sleeve of a t-shirt (see Figure). Participants’ reactions were monitored during the three phases 1) implicitly with heart rate, skin conductance (arousal) and facial expressions (valence) and 2) explicitly with questionnaires.
Results: Reactions during probing were not only affected by the textile properties but also by prior information about store and material type. Probing material believed to come from reused clothing triggered scared and disgusting facial expressions and increased heart rate and skin conductance (p<0.01). Reactions to new materials such as nettles and PLA were similar to reactions to the more common organic cotton. Specific materials such as reused materials triggered stronger reactions in an upscale store.
Conclusions: The newly developed methodology demonstrates that the type of clothing store and the way material information is provided may play a critical role in the acceptance by consumers of textile materials. These insights may be used to develop strategies to promote sustainable textiles.
Method: This study with 31 participants monitored consumer’ reactions to four textile samples during three phases of typical clothing-consumer interactions during the purchase of a t-shirt: 1) clothing store (discount or upscale), 2) t-shirt material information (reused, recycled, polylactic acid (PLA), organic cotton and nettles), and 3) touching the textile. Phases 1 and 2 were standardized with video segments. In phase 3 the participants probed the textile by sliding their hand into a sleeve of a t-shirt (see Figure). Participants’ reactions were monitored during the three phases 1) implicitly with heart rate, skin conductance (arousal) and facial expressions (valence) and 2) explicitly with questionnaires.
Results: Reactions during probing were not only affected by the textile properties but also by prior information about store and material type. Probing material believed to come from reused clothing triggered scared and disgusting facial expressions and increased heart rate and skin conductance (p<0.01). Reactions to new materials such as nettles and PLA were similar to reactions to the more common organic cotton. Specific materials such as reused materials triggered stronger reactions in an upscale store.
Conclusions: The newly developed methodology demonstrates that the type of clothing store and the way material information is provided may play a critical role in the acceptance by consumers of textile materials. These insights may be used to develop strategies to promote sustainable textiles.
Original language | English |
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Publication status | Published - 2023 |
Event | 15th Pangborn Sensory Science Symposium Meeting new challenges in a changing world - Nantes, France Duration: 20 Aug 2023 → 24 Aug 2023 |
Conference/symposium
Conference/symposium | 15th Pangborn Sensory Science Symposium Meeting new challenges in a changing world |
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Country/Territory | France |
City | Nantes |
Period | 20/08/23 → 24/08/23 |