Author ORCID Identifier
Semester
Summer
Date of Graduation
2024
Document Type
Thesis
Degree Type
MS
College
Davis College of Agriculture, Natural Resources and Design
Department
Fashion, Dress and Merchandising
Committee Chair
Debanjan Das
Committee Co-Chair
Katie Jones
Committee Member
Melissa Sherfinski
Abstract
The revival of U.S. textile and apparel (T&A) manufacturing is largely attributed to rising consumer interest in locally-produced goods, the pursuit of economic sustainability, and the need to mitigate environmental impacts. This study aims to fill a critical research gap by examining the perceptions and behaviors of both U.S. retailers and consumers regarding locally-made T&A products. Utilizing the theory of planned behavior (TPB) as a theoretical framework, the research explores the constructs of attitudes, subjective norms, and perceived behavioral control to elucidate the factors affecting local T&A sales and purchases. The study employs semi-structured interviews with nine U.S. retailers and twenty-six consumers to identify several key themes. Retailers demonstrate favorable attitudes toward local engagement, entrepreneurial satisfaction, and customer-focused strategies. They underscore the significance of offering distinctive shopping experiences, fostering innovation, and adhering to ethical practices in their operations. Conversely, consumers prioritize brand familiarity, perceived quality, emotional ties to local heritage, and community support. They express a desire for more local retail options but encounter obstacles such as product accessibility issues, economic constraints, and limited formal wear selections. The research underscores the complexities within the local T&A market. While both retailers and consumers show substantial support for local products, various barriers influence actual purchasing behaviors. Retailers' strategies align with the TPB constructs of attitudes and perceived behavioral control, while consumer behaviors reflect the impact of subjective norms and perceived constraints. This study provides valuable insights for refining local production strategies, enhancing market positioning, and strengthening community engagement. It offers practical recommendations for advancing the promotion of locally-made T&A products in the U.S. market.
Recommended Citation
Hasan, Md Rokibul, "How Does Locality Impact the Sales and Purchases of Textiles and Apparel? Exploring Retailers' and Consumers' Perspectives in the U.S." (2024). Graduate Theses, Dissertations, and Problem Reports. 12578.
https://researchrepository.wvu.edu/etd/12578