Consumers' Attitude toward Care Label Instructions on Children's Clothing

The increased diversity in designs, colors, and materials of children's clothing these days call for extra caution in care of these garments; however, the lack of customer's trust and efforts in complying with the care label combined with the enterprises's inadequate label attachments have led to various problems and disputes. This research attempts to examine customer's recognition, perception, and attitude towards the care labels on children's clothing. This research used the data collected from a total of 292 housewives raising children less than 7 year old. Descriptive statistics such as means, standard deviations, frequencies were calculated and ANOVAS followed by Duncan tests were carried out using SPSS 10.0. The results are as follows: First, 84.3% of the housewives admitted that they know about care labels; individuals with higher education level reported higher recognition. Second, as for the perception/attitude toward care labels, 46.9% perceived that care labels 'require additional knowledge for washing clothes' and 30.2% answered that they trust care labels. Third, 51.7% answered that they 'check the symbol instruction'; this tendency was higher among those with higher education levels. Fourth, 31.5% answered they comply with the instructions on care labels. Fifth, as for the reasons for not complying, 60.3% answered they neglect care labels because 'based on my experience, no major problems would occur'; this tendency was higher for those with greater personal income. Sixth, when asked whether any information on the care label kept them from buying a particular garment, 59.2% responded they did not purchase a garment because 'laundry costs appeared to outweigh the product price'; this response was higher among individuals with a higher level of income or education.

유.아동복의 취급상 주의사항 레이블에 대한 소비자들의 태도 조사