... industry profits. Originality/value This unique study is helpful in expanding an understanding of the apparel and fit preferences of the lucrative baby boomer generation. The average customer has a very limited knowledge of the human body in terms of evaluating it against industry sizing standards...

... the fact that the average age of the American population continues to increase. Nancy Nelson Hodges can be contacted at: njnelson@uncg.edu © Emerald Group Publishing Limited 2008 Advertisements Baby boomer generation Clothing Demongraphics Consumer behaviour United States...

... to an interesting suggestion for tapping fair trade consumers in the generation X and baby boomer generations. For both groups, their involvement in community activism positively influenced their intentions to purchase fair trade apparel. This finding offered evidence that acquiring mailing lists of local community...