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The examination of consumer attitudes towards organic textile products
Abstract
The number of conscious consumers who are inclined to buy and use organic textile products which are produced with social responsibility consciousness that do not harm human and environmental health are increasing. In the textile and apparel sector where intense competition is experienced, businesses can make a difference and gain competitive advantage by producing organic products. The purpose of this research is to examine consumer attitudes towards organic textile products. Within the scope of the research, besides the literature review a total of 437 people were applied surveys in Kocaeli and Istanbul. The findings of the analysis of the data obtained from the surveys were interpreted. It is expected that this research will contribute to the marketing and brand managers of businesses of the textile and apparel sector, fashion designers, consumers and researchers.
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The purpose of this study was to examine what consumer characteristics are related to willingness to purchase and selection of children's organic cotton clothing (OCC). A survey was conducted on mothers of pre-schoolers to collect data on mothers' environmental characteristics, involvement with OCC and children's clothing, children's clothing purchasing behaviour and willingness to purchase OCC. A buying scenario experiment was used to examine whether price and other product characteristics influenced the participants' selection of OCC. It was found that a mother's environmental concerns, environmental purchasing behaviour and recycling behaviour significantly affected their involvement in OCC, which further significantly determined mother's willingness to purchase OCC. However, mothers were not willing to pay a premium for purchasing children's OCC. A majority (59.5%) of the mothers who selected OCC in the buying scenario indicated fabric softness was the main reason for their selection. Preparing environmental education materials for consumers and producing OCC with high quality and good performance would help improve the acceptance of OCC in the market.
Purpose
The purpose of this paper is to examine influence of past environment-friendly behaviour, peer influence and green apparel knowledge in the context of organic clothing purchase behaviour.
Design/methodology/approach
Data were collected by means of a survey carried out in three major metropolitan cities and a sample of total 889 respondents was collected who were college students in India.
Findings
Past environment-friendly behaviour influenced Indian youth’s organic clothing purchase behaviour. Green apparel knowledge and peer influence, interestingly, had no impact on organic clothing purchase behaviour.
Research limitations/implications
The sample was limited to students who had past experience with green products. This was deliberately done as the objective was to examine the influence of past environment-friendly behaviour and green apparel knowledge on organic clothing purchase behaviour. Youth with limited awareness about organic clothing were not contacted. This restricted the findings to a specific youth segment. Further, the study was limited to Indian youth and did not examine the purchase behaviour of other consumer segments. Demographic variables were not used for analysis as only purchase behaviour of young people as a consumer segment was studied.
Practical implications
The findings can be used by organic apparel manufacturers in marketing organic clothing brands to the Indian youth. Organic clothing can be positioned to emphasise green values and distinct lifestyle for environment-conscious youths. Initiatives like celebrity talk-shows, organic clothing exhibitions, and launch of organic clothing designer brands can be used to promote organic apparel. College students can be used as opinion leaders to communicate benefits of organic clothing and inculcate green values among larger population.
Originality/value
Organic products and brands are becoming popular among Indian consumers. There has been limited research on the subject of youths’ purchase behaviour of organic clothing to date. Companies trying to launch organic clothing brands in the country may find the results helpful in understanding green buying behaviour.
This paper analyses individual preferences regarding environmental and health improvement technologies in organic food production systems. The impure public model is applied to explore the implications of organic food preferences for environmental market provision. Empirical results from a survey reveal that consumers are willing to pay for both health gains and environmental friendly technologies in organic milk production, although the valuation of the health aspects is higher. Prior information about organic production systems and shopping convenience are key variables in interpersonal comparisons of willingness to pay. The perceived overall value of organic production systems was higher among individuals with stronger environmental preferences than among those who prioritise health concerns. The conclusions of this study may have implications for the analysis of efficiency in the organic produce market.
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