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http://dx.doi.org/10.5850/JKSCT.2017.41.5.783

Improvement of Consumer's Reliability on the Eco Label by Suggestion of Quantifying Rating System  

Na, Dong-Kyu (Dept. of Law, Graduate School, Hongik University)
Kim, Jisu (Dept. of Clothing & Textiles, Inha University)
Kim, Minsup (Dept. of Clothing & Textiles, Inha University)
Na, Youngjoo (Dept. of Clothing & Textiles, Inha University)
Publication Information
Journal of the Korean Society of Clothing and Textiles / v.41, no.5, 2017 , pp. 783-795 More about this Journal
Abstract
This study measured consumer's recognition, reliability, emotion and images about current eco-marks as well proposed an eco-mark rating scale and mark designs to improve consumer's trust on the fashion product marks. We used a questionnaire survey to collect data from 150 persons about knowledge, interests, and practice on eco fashion products in relation to trustfulness and positive images for three domestic and three international eco-marks. We evaluated and gave eco scores to six fiber-type products (cotton, organic cotton, wool, polyester, biodegradable polyester and nylon) in terms of consumer's use, water & land consumption, waste amount, carbon footprint, and toxicity. We suggested a new 5-level rating scale for eco marks, which quantified the concept of environmental friendliness of fiber products. The design for eco-mark of rating scale showed the total grade with two sub scores of environmental sides and human sides developed with an improved visual understanding for consumers. The design is one through benchmarking the energy-consumption efficiency mark, which is familiar to consumers such as a half circle shape to save environment resources to alarm consumers to environment problems.
Keywords
Mark reliability; Eco knowledge; Energy-consumption efficiency mark; Rating mark; LCA;
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Times Cited By KSCI : 3  (Citation Analysis)
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