Maltese consumers’ knowledge of textile labelling information : an exploratory study

Abstract

The fashion industry is the second largest polluter in the world. Studies have been conducted on how consumers can lower the negative impact of clothing on the environment (e.g Health and Environment Justice Support International, 2018). The importance of reading care labelling when selecting, buying and caring for clothing and textile items contribute towards creating less pollution and conserving the world’s natural resources. Shin (2000) argues that innovations in textiles and fibres make consumers’ decision-making process more complex. Sonnenberg and Erasmus (2005) point out that the textiles industry needs to effectively communicate their product information, as textiles care labels serve as the first point of contact between consumers and retailers or manufacturers (Chowdhary, 2003). Local research on the attitudes and knowledge of Maltese citizens regarding textiles care labels is nonexistent. This investigation gathers data from university students reading for a Masters in Teaching and Learning (MTL) (2019-2021 cohort) regarding their awareness on textiles care labelling. The focus of this study is on educating University students who are prospective teachers about their role in reducing the impact of textiles on the environment through improving their knowledge on the interpretation of textiles care labels. This study made the participants more aware of how to make informed choices when choosing and purchasing textile items, such as clothing and accessories. The research uses mixed method approach and the main research tools were an online questionnaire sent to the whole cohort of MTL students (2019-21) and one focus groups. In this dissertation, it was discovered that there is a lack of understanding regarding care labels and environmental degradation caused by the textile industry, while there is a misconception about textile workers. An informative poster has been disseminated to the whole cohort through the MTL Facebook group.