Consumer Awareness of Garment Care Labels and Proper Garment Care Practices: A Case of Choma District in Southern Province, Zambia

Abstract

This study examined consumer awareness of garment care labels and proper garment care practices among participants in Choma District. The study employed a descriptive survey design using a mixed-methods approach, involving 100 respondents for quantitative data and key informants for qualitative insights. Quantitative data were analysed using SPSS and Microsoft Excel, while qualitative data were analysed thematically. The findings showed that awareness of garment care labels contributed to improved garment maintenance, including extended garment lifespan (30%), reduced fabric damage (25%), improved clothing appearance (20%), and correct detergent and washing practices (15%). Additionally, 62% of respondents were able to interpret garment care symbols, while 38% lacked this ability. Literacy level was identified as the major factor influencing understanding and use of garment care labels (35%), followed by language barriers and access to washing equipment (20% each), household routines (15%), and peer influence (10%). Training programmes (30%) and workshops (25%) were identified as the most effective strategies for improving awareness. The study concluded that consumer awareness of garment care labels significantly influenced proper garment care practices and recommended enhanced consumer education, improved garment labelling by manufacturers, increased retail guidance, and the integration of garment care awareness into educational programmes to promote sustainable clothing practices.