Abstract
The purpose of this study is to understand the buying behavior towards sustainable and ecoclothing. This paper presents the facts, figures and general awareness about eco fashion and eco clothing. It also elaborates the environmental impacts about the raw material and manufacturing process used for clothing and suggests Sustainable Raw Material be preferred for sustainable clothing’s in India, The purpose of this paper is also to examine the relationship between eco fashion and their willingness to pay a premium for eco-clothing’s with the focus on gender and age group. This paper classifies the consumer into 7 types with respect to specific attitude to sustainable and eco-clothing within the sample of 119 in Pune region. The findings will help fast fashion retailers, marketers, environmental activists, ecological researchers, charity institutions and public policy makers.
Highlights
In a country like netherland for the Clothing Care four functions have been formulated Eternally yours, limited wardrobes of high quality unique made to measure clothes; maintenance and laundry is serviced; Clothing Pool, shared stocks and shared maintenance of children's clothing at e.g. neighborhood level; Outsourcing, clothing is leased, borrowed or rented from various service providers who do the laundry and maintenance, see the example DOS below, and Chains of Users, clothing is bought new or second hand via e-commerce; the laundry’s done at home
Null hypothesis is H0: Willingness to pay extra for sustainable and eco clothing is independent of age group
Alternate Hypothesis H1: There is a significant relationship between age group and Willingness to pay extra for sustainable and eco clothing
Summary
This paper presents the facts, figures and general awareness about eco fashion and eco clothing. It elaborates the environmental impacts about the raw material and manufacturing process used for clothing and suggests Sustainable Raw Material be preferred for sustainable clothing’s in India, The purpose of this paper is to examine the relationship between eco fashion and their willingness to pay a premium for eco-clothing’s with the focus on gender and age group. The findings will help fast fashion retailers, marketers, environmental activists, ecological researchers, charity institutions and public policy makers. “A STUDY ON SUSTAINABLE CLOTHING MARKET WITH REFERENCE TO PUNE CITY.” International Journal of Engineering Technologies and Management Research, 5(6), 66-79
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