Journal of Consumer Policy

, Volume 39, Issue 4, pp 377–395 | Cite as

Supply Chain Transparency as a Consumer or Corporate Tool: The Case of Nudie Jeans Co

  • Niklas Egels-ZandénEmail author
  • Niklas Hansson


Outsourcing has led both to the embedding of questionable sustainability practices in opaque supply chains and to anti-sweatshop challenges demanding more transparent supply chains. Previous research has argued that supply chain transparency can be both a consumer tool empowering consumers to pressure disclosing firms to improve sustainability conditions and a corporate tool for increasing revenues. Based on a study of the transparency project of Swedish company Nudie Jeans, the authors demonstrate that consumers do not leverage transparency but that transparency improves consumer willingness to buy. In doing this, the authors contribute to the literature in two important ways. First, the authors provide one of the first, if not the first, studies of whether consumers in practice leverage increased supply chain transparency, challenging the previous research claim that supply chain transparency is a useful consumer tool. Second, the authors move beyond studies of purchasing intentions and willingness to buy in experimental settings and confirm that supply chain transparency is a useful corporate tool in practice. The authors conclude by discussing the policy implications of companies being able to use transparency to increase sales without subjecting themselves to increased consumer pressure.


Consumer willingness to buy Garment Political consumerism Supply chain Sustainability Textiles Traceability Transparency 



This research was funded by the Swedish Retail and Wholesale Development Council (first author) and the Swedish Research Council (second author).


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Copyright information

© Springer Science+Business Media New York 2015

Authors and Affiliations

  1. 1.Department of Business Administration, School of Business, Economics and LawUniversity of GothenburgGothenburgSweden
  2. 2.Centre for Consumer Science, School of Business, Economics and LawUniversity of GothenburgGothenburgSweden

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