Marsha A. Dickson

Cultural Influences on Chinese Consumers’ Intentions to Purchase Apparel: Test and Extension of the Fishbein Behavioral Intentional Model

There were two objectives of this study: (a) to test the cross-cultural applicability of the Fishbein Behavioral Intentional Model by studying Chinese consumers’ purchase intentions for apparel made in the United States and (b) to examine whether culture could enhance the validity of the model. Parents (N = 2,017) of students in the public school systems of Beijing, Shanghai, and Guangzhou completed usable questionnaires. Attitude toward purchasing apparel made in the United States (Ab) significantly influenced Chinese purchase intentions for that apparel (BI), but subjective norms (SN) did not. The validity of the Fishbein model may be product dependent, with culturally symbolic products influenced by both attitude and subjective norm, and products less culturally symbolic influenced only by attitudes. Adding cultural components to the Fishbein model enhanced its ability to explain purchase intentions.

The Distribution Channels for Foreign-brand Apparel in China: Structure, Government’s Role, and Problems

The Chinese market is attractive to foreign-brand apparel manufacturers who have increasing access to the market as China’s economy has undergone a major transformation from a centrally planned to a market economy and has experienced continued growth. Because of China’s current economic transition and its status as a developing country, the channels for distributing foreign-brand apparel products to Chinese retailers presents special obstacles that foreigners may not anticipate. We detail the distribution channels for foreign-brand apparel in the Chinese market and identify problems in the channels. Because the Chinese government intervenes in the distribution channels in China, the role of the government in apparel distribution channels was also investigated. In-depth interviews were conducted with nine apparel retailers, three government officials, and one foreign-trade agent. Additionally, we surveyed 150 Beijing retailers who sell foreign-brand apparel. Contributions to the research on markets in less developed countries are addressed and implications for U.S. apparel manufacturers are presented.

Apparel Manufacturer and Retailer Efforts to Reduce Child Labor: An Ethics of Virtue Perspective on Codes of Conduct

Child labor is currently an important worldwide issue. One industrial sector where children reportedly work is the apparel industry; however, recent reports suggest that the number of children assembling apparel is declining. Apparel manufacturers and retailers have been praised by international organizations for their contributions to reducing child labor. Implementing codes of conduct is the strategy chosen by many large apparel manufacturers and retailers to establish workplace standards, including minimum age of employment. This paper examines apparel manufacturer and retailer codes of conduct regarding child labor. The codes of conduct of 37 of the largest U.S. apparel manufacturers and retailers were content analyzed using the theory of virtue ethics as a framework. The codes of conduct were divided into those focusing on Legal aspects and those indicative of an Ethical perspective. Four Most Ethical business codes were identified. The ethical evaluation serves as the basis for recommendations made to assist the apparel industry in dealing with the issue of child labor in a global economy. Additionally, an industry-wide code of conduct addressing child labor is proposed.

Upgrading to full‐package apparel manufacturing for small businesses in Mexico

Case studies were conducted with two small apparel businesses in Mexico to determine the physical and human resources critically influencing full‐package apparel manufacturing and export. Data analysis deductively focused on the use of local resources, the role of technology, understanding of the export market and the ability to develop a product suitable for that market, business skills needed for production and delivery, and availability of capital. Based on the results, a study guide was developed for use by individuals, small business owners, cooperatives, and communities as they promote development and job creation in Mexico through apparel production and export under NAFTA.

Measuring Quality of Life of Apparel Workers in Mumbai, India: Integrating Quantitative and Qualitative Data on Basic Minimum Needs, Living Wages, and Well-Being

We interviewed 92 tailors and embroiderers about their wages, household income, household expenses, and quality of life. A Basic Minimum Needs Ratio was calculated by dividing average total household income by average expenses for housing, food, transportation, and utilities. The necessary living wage was calculated using a variation of a formula created at the 1998 Living Wage Summit. Open-ended questions provided qualitative data on multiple dimensions of well-being. We assess the contribution of each measure for triangulation of data in reaching valid conclusions about quality of life, business, and labor.

Apparel Exports from China to the United States: A Marxist Perspective

Chinese and U.S. perspectives on trade are very different and thus can lead to misunderstandings. Although researchers in both countries have analyzed problems in trade relationships, they have done so solely from their own cultural perspectives. Researchers in each country have made little effort to understand the other’s way of thinking about trade between them. In this paper we summarize the history of Chinese apparel trade with the U.S.; outline ways retailers, manufacturers, consumers, and the U.S. government react to Chinese apparel exports; introduce Marx’s theory of political economy which provides the basis for Chinese ideology; and use this theory to analyze trade relationships between China and the U.S. Based on the central tenet of Marxism, that labor is the only source of profit, we argue that the Chinese believe that the U.S. obtains more profit than China, while China loses profit through apparel trade between the two countries. The U.S. profits by indirectly exploiting the Chinese labor force and taking advantage of sophisticated U.S. technology. Suggestions are made to policymakers who negotiate trade agreements so that they might better understand Chinese views.