Factors influencing Consumer Purchase Behaviour for Sustainable Organic Apparel Product

Abstract

India is one of the largest producers of textile globally. Domestic textile industry contributes to 2 percent to the nation’s GDP and is estimated to touch US$ 223 billion by 2021. However, apparel industry is the second largest polluter worldwide. With increasing demand for sustainable business practices, organic clothing has emerged as a viable alternative solution for retailers. Hence, this study is aimed at providing in-depth understanding into organic apparel market scenario in India. Conceptual framework was proposed and non-probability purposive sampling was deployed followed by semi structured questionnaire survey with 33 organic clothing retailers. Content analysis was carried out using NVivo software tool. Findings indicated that determinants such as knowledge, price, advertisement, perceived value and consumer profile have significant impact on organic apparel purchase behaviour. Recommendations were made to spread awareness on organic cloth benefits, price point and promotion through consumer education on eco-friendly apparel via effective communication measures