Clothing Values and Country of Origin of Clothing: A Comparison of United States and New Zealand University Women

University women in California (n = 108) and New Zealand (n = 101) were surveyed to determine the importance attributed to 18 descriptors defining nine clothing values. Awareness of, and concern about, clothing's country of origin were determined. Mean scores, t-tests and chi square analyses were done. Although a similar rank order of importance for clothing values exists for both groups with exploratory, economic, sensory, and aesthetic values rated highest, and social I (putting others at ease) and social II (approval from others) rated lowest, some differences were found. The New Zealand sample rated sensory, aesthetic, and political value descriptors significantly higher and one social II descriptor significantly lower than the United States sample. Both groups appeared to be more aware of, rather than concerned about, clothing's country of origin. The two groups differed in ability to recall country of origin. More New Zealand women were able to recall country of origin. Over half the United States sample but less than ten percent of the New Zealand sample recalled purchasing primarily imported apparel.