This study examined the effect of country of origin labels on consumers' perceptions of apparel quality, price and purchase intention. This study particularly focused on country of design, parts, and manufacturing labels as potential cues that consumers use when evaluating the quality, price and purchase intention of apparel products. In this study, two countries were used: the United States and China. A literature review was provided to show the link and evolution of country of origin literature and the increase of multinational products in today's marketplace. The Information Processing theory provided the theoretical framework for understanding why consumers use extrinsic cues such as country of origin information when forming their opinions and purchasing products. The results of this study concluded that consumers rated US components that were designed and manufactured also in the U.S. the highest in quality, while Chinese components that were manufactured and designed in China were rated the lowest in quality. Results also indicated that consumers have some confusion when attempting to place a difference between the products made in the U.S with Chinese materials and the products made in China with U.S. materials. This study showed that the extent of country of origin information on product labels does play a large role when consumers' are making inferences about the quality, price and purchase intention of an apparel item.

This research examines the effects of demographic variables in consumers' evaluative criteria, perceptions, and apparel expenditures in China. A partial model by Engel, Blackwell, and Miniard (EBM) was used as the framework to examine the effects of demographics on evaluative criteria used for men's shirt purchases. Additionally, the consumer demand theory was adapted for the analysis of apparel expenditures. Secondary data from a total of 200 questionnaires from male consumers (age 18-65) living in Shanghai, China, were used for the analyses. Pearson Correlation Coefficients among the 14 evaluative criteria were analyzed. Factor analysis was then performed to categorize the related criteria. ANOVA or t-tests were performed to reveal any significant differences of evaluative criteria among the consumer groups. The mean value of perceived quality, perceived price, and willingness to buy under each consumer group was obtained from the SAS program. ANOVA or t-tests were performed to compare the consumer groups in terms of their perceptions. The research found that the importance of consumers' evaluative criteria used and perceptions for men's shirt purchases differed only in income and age variables. The research also found that only income and age affect apparel expenditures. By using two regression models: (1) the double-logarithmic model, 38% of the variation in total apparel expenditures was explained; (2) the double-logarithmic model with a scaling variable, 79% of the variation was explained. Thus, this study suggests that the double-logarithmic model with a scaling variable is a better choice for Chinese apparel expenditures.