Relative importance of country of origin as an attribute in apparel choices

One hundred and eighty‐four consumers (62 men, 122 women) participated in a simulated shopping experiment to rank garments on the relative importance of price, origin, care, quality and style. Monotonic Analysis of Variance (MONANOVA), a conjoint analysis, was used in this exploratory study to determine relative importance of garment attributes for individuals, for men and women, and for the total group. Both men and women ranked the five garment attributes in the following order: origin, style, price, care and quality. Removal of original labels and the substitution of experimental labels may, however, have encouraged consumers to evaluate garments on origin in the absence of brand and store identification.