Millennial consumers’ response to hang tag product Information on sustainable apparel garments
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The purpose of this study was to understand Millennial consumer’s neurological response to hang tag product information on sustainable apparel garments. This mixed methods study consisted of four main research objectives and focused on six research hypotheses. Data were collected from March 2012 to April 2012 using a researcher developed pre-EEG survey, EEG neurological brain scanning equipment and a researcher developed post-EEG survey. There were a total of 12 informants who completed these three data collection methods. Upon detailed review of the EEG data, several limitations were found pertaining to the data’s reliability. Therefore, pre-EEG and post-EEG survey responses and behavioral responses collected during the EEG process were use to address the four research objectives and six research hypotheses. The data analysis revealed three important findings. First, the variable of gender is not important when marketing sustainable apparel garments to the Millennial generation. Second, exposure to eco-friendly hang tag information has the potential to serve as an educational event and potentially affect future purchase decisions of the millennial consumer. Most importantly, Millennial consumers are most concerned with the tactile nature of the fabric in eco-friendly apparel items.