Executive Briefings

Shoppers Looking More Closely At Product Origins, Survey Says

Home goods and apparel manufacturers: Consumers are voicing their concerns, according to the results of a cotton survey conducted by Harris Poll. With a new president focused on protecting products born in the U.S., consumers may be looking more closely at product origins, and could demand greater transparency.

Shoppers Looking More Closely at Product Origins, Survey Says

Thirty percent of Americans said that they would completely stop purchasing a brand if they made a false product claim about a bedding/clothing product being 100 percent organic, 100 percent Pima cotton, or other claim of this type, while roughly three in five Americans (61 percent) say if they found a brand made their bedding/clothing products from raw cotton that was picked by child laborers/forced laborers, they would no longer purchase the brand.

These statistics come from more than 2,000 U.S. adults 18 and over, conducted last month on behalf of Applied DNA Sciences, which develops DNA-based technology to help justify product claims, ensure authenticity and provide an additional level of transparency across global supply chains.

Citing scientific proof of product claims as a key factor in consumer purchase decisions, the survey yielded other insights involving product trust and how that trust influences the final decision to purchase or not. More than three quarters of Americans (76 percent) say when a product claim indicates cotton bedding/clothing is 100 percent organic, 100 percent Pima cotton, etc. they believe it is true.

One quarter of Americans (25 percent) say if they discovered that a brand claimed a cotton bedding/clothing product was 100 percent organic, 100 percent Pima cotton, or other claim of this type, and it turned out not to be true, it would have a lot of negative impact on their likelihood to purchase that brand and three in 10 (30 percent) say it would completely stop them from purchasing that brand.

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Thirty percent of Americans said that they would completely stop purchasing a brand if they made a false product claim about a bedding/clothing product being 100 percent organic, 100 percent Pima cotton, or other claim of this type, while roughly three in five Americans (61 percent) say if they found a brand made their bedding/clothing products from raw cotton that was picked by child laborers/forced laborers, they would no longer purchase the brand.

These statistics come from more than 2,000 U.S. adults 18 and over, conducted last month on behalf of Applied DNA Sciences, which develops DNA-based technology to help justify product claims, ensure authenticity and provide an additional level of transparency across global supply chains.

Citing scientific proof of product claims as a key factor in consumer purchase decisions, the survey yielded other insights involving product trust and how that trust influences the final decision to purchase or not. More than three quarters of Americans (76 percent) say when a product claim indicates cotton bedding/clothing is 100 percent organic, 100 percent Pima cotton, etc. they believe it is true.

One quarter of Americans (25 percent) say if they discovered that a brand claimed a cotton bedding/clothing product was 100 percent organic, 100 percent Pima cotton, or other claim of this type, and it turned out not to be true, it would have a lot of negative impact on their likelihood to purchase that brand and three in 10 (30 percent) say it would completely stop them from purchasing that brand.

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Shoppers Looking More Closely at Product Origins, Survey Says