61% would not purchase from a company that uses raw cotton picked by child or forced labourers

61% would not purchase from a company that uses raw cotton picked by child or forced labourers

Citing scientific proof of product is a key factor in US consumer purchase decisions, with trust influencing the final decision to purchase or not, new research has found.

Roughly three in five Americans (61%) say if they found a brand made their clothing or bedding from raw cotton that was picked using child or forced labour, they would no longer purchase from the company, according to the Applied DNA Sciences cotton survey conducted by Harris Poll.

Meanwhile, the study found 30% of US consumers would completely stop purchasing a brand if they made a false product claim about a clothing or bedding product being 100% organic, 100% Pima cotton, or other claim of this type.

"This survey reaffirms what we have known all along," explains Dr James Hayward, CEO of Applied DNA Sciences. "Consumers want authentic products and want to trust in what they are buying. They have no interest in bringing a product into their home that has been born of any kind of forced labour."

Hayward adds the company's primary aim is to "cleanse the cotton supply chain".

"By that, I mean eliminating any diversion, any mislabeling, any counterfeiting that can take place throughout the cotton supply chain. An ideal way to ascertain the true identity of a natural commodity is to use the DNA that nature gave that commodity, or to mark it with a manufactured DNA. This enables the cotton to be traced to where it was picked before it went into the ginning process that cleans away seed and other debris for packaging into bails to ship around the world for spinning, dyeing and to make into clothes."

The survey also revealed 76% of American consumers say when a product claim indicates cotton clothing or bedding is 100% organic, or 100% Pima cotton, for example, they believe it is true.

The survey is based on an analysis of 2,000 US adults aged 18 and older, conducted online in December 2016.

It also found that almost one-third of Americans (32%) say if they found out a brand that claimed to make their clothing or bedding products from cotton grown in the US, but actually used a blend of cotton grown in the US and China, they would purchase less frequently from that brand.

In addition, 78% of those asked said if a cotton clothing or bedding product claimed to be 100% organic, 100% Pima cotton, or other claims of that type, and all else was equal, they would be likely to buy a brand that showed scientific proof of its claim over one that did not.