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Blog: COO blimey

The COO of clothing – that’s country of origin to you and me – apparently has a “mixed and inconclusive” effect on consumers. Translation from the academic: shoppers don’t care where products come from.

Whether shoes are made in China or Turkey; or a T-shirt comes from Vietnam or the US, the person buying simply does not care.

Of course, we can all be holier than thou when it comes to ensuring our purchases are “green”, fair and ethically sound but – as has been pointed out by many bloggers here in the past few months – a curious duplicity reigns inside each and every one of us and actually both the price and design cards trump our socially responsible ones.

This is a key factor, given that the researchers say COO has its strongest effect when considered in isolation. When more than one factor has to be weighed up (including purchase intentions, actual and perceived quality of product, and so on), its influence diminishes.

It seems that COO is less of a factor for customers than brand of origin. What’s the most important to you? Some high street stores are making a fanfare about using British suppliers now – do you think this will make any difference to customers> Comments via the box below.

Readers' comments (1)

  • Sorry, but academics have also shown that it is a lack of choice in the market place which really prevents consumers from buying green. The social responsibility card is only trumpable right now because ethical fashion is still in its infancy.

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