What You See is What You Get: Exploring Gen Z Consumers’ Attitudes for Digital Labelling and Qr Codes in Apparel
Document Type
Peer-Reviewed Article
Publication Date
2026
Abstract
U.S. and global organisations have called for the use of digital apparel labels, to address the increased supply chain traceability and transparency demands, reduce waste, and empower consumers via digital access to product information. Gen Z consumers are especially invested in sustainability and transparency. The purpose of this qualitative study was to explore Gen Z consumers’ perceptions, attitudes, and expectations related to digital labels and QR codes in apparel. Data was collected through an online questionnaire. The sample included 63 students from two universities. Insight is provided on consumer experiences with traditional labels and QR codes, desired information not provided by traditional apparel labels, attitudes towards digital labelling, and views on how apparel brands could use QR technology. Recommendations and considerations are offered for use of QR codes and digital labelling in apparel for Gen Z consumers and other generational groups, especially viewing them through the lens of consumer empowerment.
Recommended Citation
Ghalachyan, A., & Loranger, D. (2026). What you see is what you get: Exploring gen z consumers’ attitudes for digital labelling and QR codes in apparel. International Journal of Fashion Design, Technology and Education, 1-11.
