Millennial Purchase Intentions for USA Made Apparel
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The first national meeting of textile and clothing professors took place in Madison, Wisconsin in June 1959. With a mission to advance excellence in education, scholarship and innovation, and their global applications, the International Textile and Apparel Association (ITAA) is a professional and educational association of scholars, educators, and students in the textile, apparel, and merchandising disciplines in higher education.
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The objective of this paper is to examine the Millennials awareness and purchase intentions towards made in the USA apparel products. A structured questionnaire was developed to assess knowledge of awareness, empathy, consumer involvement, and perceived price. Structural equation modelling was used to test the model. The majority of the participants were college students representing the millennial population of US. All hypotheses were empirically supported. Results indicate that Millennials choose to purchase goods connected to a prosocial cause, in this case purchasing apparel produced in the United States.