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In: Business and Management

Submitted By khushbuagarwal
Words 1011
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TITLE:-Re-Fashioning the future eco-friendly apparel
OBJECTIVE:-To study the factors influencing consumer buying behaviour towards eco-friendly apparels.
Organic clothing refers to apparel made of organic cotton grown without chemical pesticide or fertilizers. Organic clothes not only help in reducing the environmental pollution, but are softer on the skin and hypoallergenic.
Organic cotton is anti-fungal, anti allergic and antiodor. Bamboo fiber has anti odor properties. “Even if you wear organic socks for a week, it will not stink and have any harmful effect on skin” Chandni added.

LITERATURE REVIEW * In recent years, there has been an influx of eco-friendly apparel by all types of Manufacturers. The apparel industry, like many other industries, is focusing on Sustainability and the use of green products as clothing components. The integration of these eco-friendly items into a normal product mix constitutes little work on behalf of the manufacturer, but requires retailers to educate consumers. It wasn’t long ago that the only companies who were selling items made out of eco-fabric were so-called “tree hugging” or “hippie” retailers. In the last twenty years, this has changed drastically as the use of organic cotton, bamboo, and PET (recycled polyester) has become mainstream. High-fashion designers and lifestyle companies have been gradually placing green merchandise into their product lines. Patagonia, a manufacturer of outdoor apparel and one of the first movers within this industry, was around before the internet and before most consumers had any knowledge of eco-friendly apparel.

REFERENCE: - * In 2011, the top eco-apparel categories were footwear (23%), active/workout wear (21%), and women's casual wear (21%), with green options purchased by about one in five respondents. While seven in ten (69%) considered eco/sustainability at least sometimes when purchasing clothing in 2011, eco-fashion purchase intent doubles in nearly every category in 2012, with these so-called “gateway categories” reaching 48%, 47%, and 47%, respectively.
While price will always be top-of-mind, lack of availability appeared to be a strong limiting factor. About one in three (33%) of those who don't regularly consider sustainability in their apparel purchases said they didn't buy sustainable because it wasn't available where they shop and one in four (28%) said they didn't even know where to purchase eco/sustainable clothing.
REFERENCE: * Diette points out that eco/organic food, personal care and cleaning products have already overcome this eco-awareness hurdle. "We believe sustainable apparel may be next if the industry can pull together with a similar effort to better market the category," Diette said.

* The trend is catching on as sustainability becomes a selling point for brands. Chandni Tehran Sikand, Director,, an online store for organic products, said “As many as 99 percent of the consumers buy clothes based on design patterns. People belonging to the age group of more than 30 years are the target consumers, since they are willing to choose an environment friendly alternative. If promoted well kids’ segment can turn out to be a greater market for organic clothes.” * As evident from the London fashion week, green is the new color taking the place of black. Consciousness towards the environment is becoming a new concept of style.

As per the survey by ‘Organic Exchange’, in the year 2006, 18 percent of the consumers showed interest in environment-friendly fashion and products. Between the years 2001 and 2005, the sale of environment-friendly products increased to 55 percent. * OrgNanic cotton production declines in India as brands shift to Better Cotton Initiative
March 11, 2014 | Jayashree Bhosale , ET Bureau
PUNE: India is still the largest producer of organic cotton in the world, accounting for two-third of the global organic cotton production. But, the total organic fibre production of the country has fallen by close to 50% as global brands shift to Better Cotton Initiative (BCI). A marketing-driven green alternative to conventional cotton grown using chemicals, BCI is growing rapidly and getting premium over the conventional cotton. ... QUESTIONNAIRE 1. Do you consider effect on environment, before buying apparel? Yes No

2. Tick the following statement according to your extent of agreement

| Questions | Stronglydisagree | disagree | neutral | agree | Strongly agree | 1 | I will shift towards eco-friendly apparels if I get Eye-catching design and motifs | | | | | | 2 | I will shift towards eco-friendly apparels if I get wide range in prices | | | | | | 3 | I will shift towards eco-friendly apparels If I get different kinds of silhouette or shapes | | | | | | 4 | I will shift towards eco-friendly apparels If i will be provided with a wide range of apparels | | | | | | 5 | I will shift towards eco-friendly apparels if I get Awareness through various methods | | | | | | 6 | I will shift towards eco-friendly apparels If I’m getting a wide range in colours using natural dyes | | | | | | 7 | I will shift towards eco-friendly apparels if a brand name is attach with the eco-friendly apparel | | | | | | 8 | I will shift towards eco-friendly apparels If the availability of eco-friendly apparels increases | | | | | | 9 | I will shift towards eco-friendly apparels If the fabric used is durable and fashionable | | | | | | 3. Have you ever recycled your apparels? Yes No

If yes, how?

4. Are you aware of any products which are designed keeping environmental issue in mind?

Please name No

5. How much extra you ready to pay for an eco-friendly product? 10% 15% 20% 25% 30%

6. Professional qualification 12th pass Graduate Post graduate Higher education

7. Gender Male Female

8. Age Below 16 16-20 21-24 25-30

9. Income BELOW 15,000 15,001-25,000 25,001-35,000 ABOVE 35,000

10. Suggest ways to increase the demand of eco-friendly apparels.…...

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