Eco-label Cloth Market: A Study on consumer Willingness to Purchase Organic Cotton Clothing

Abstract

The purpose of this research study is to achieve a developing country’s sustainable development in the clothing industry by exploring consumer behavior and their willingness to purchase Organic Cotton Clothing (OCC). Organic cotton clothing development in the fashion industry could play an important role in textile and environmental pollution and create new business opportunities for Eco- labelled clothes. An extended TRA model was employed to identify major factors that influence consumers’ purchase decisions. Data were collected through a Web-based survey of 303 household residents in Coimbatore older than 18 years of age. The findings of this study stated that consumer environmental concerns and consumer attitudes positively impact the OCC purchase willingness of consumers. Also, authenticity and eco-labelled products have a significant impact on consumer purchase intention. Furthermore, respondents preferred Eco-labelled products over standard alternatives and were concerned about environmental issues. Retailers should focus more on environmental awareness of OCC textiles and authentic OCC items. Based on the findings, practical implications for organic cotton marketers and suggestions for future research are proposed..