The effectiveness and comprehension of consumer knowledge on clothing care labels: A case study of Takoradi Technical University

Abstract

Purpose: Clothing care labels are critical for guiding consumers in proper garment maintenance, promoting durability, and supporting sustainable textile consumption. Despite their importance, limited empirical research exists in developing countries, particularly concerning how tertiary students interpret and adhere to care instructions. This study aimed to examine the knowledge, adherence, challenges, and influencing factors associated with clothing care labels among students, teaching, and non-teaching staff at Takoradi Technical University. Methodology/Design: A convergent mixed-methods design was adopted, utilising a structured questionnaire administered to 134 respondents for the quantitative strand and structured interviews with 20 professionals in the qualitative strand. Quantitative data were analysed using descriptive statistics, while qualitative responses were subjected to narrative thematic analysis, with findings integrated for triangulation. Findings: Results revealed that while most participants demonstrated moderate to high knowledge of care labels, adherence to recommended practices was inconsistent, influenced by factors such as fabric type, personal experience, garment cost, and clarity of label instructions. Participants frequently encountered difficulties interpreting symbols, highlighting usability gaps. The study recommends simplifying and standardising care labels, enhancing consumer education, and implementing policy measures to ensure clear labelling standards. These actions are vital for promoting sustainable garment care practices and reducing textile waste in Ghana and similar contexts. Practical and Social Implications: The study highlights the need for simplified and standardised care symbols, multilingual labelling, and consumer education on garment care. Policymakers and industry stakeholders can leverage these insights to improve label design, reduce textile waste, and foster sustainable consumption habits. The findings also emphasise the role of universities in raising young consumers' awareness of sustainable clothing practices. Originality: This study is among the few empirical investigations in Ghana that examine consumer comprehension and behavioural responses to clothing care labels. By integrating both student and industry perspectives, it provides a nuanced understanding of how care labels influence garment maintenance and sustainability within the local context.