A STUDY ON SUSTAINABLE CLOTHING MARKET WITH REFERENCE TO PUNE CITY

  • Dr. Vishal Thelkar Department of Management, MBA, Indira School of Business Studies, Wakad, Pune, Maharashtra, India
Keywords: Eco-Clothing, Consumer Behavior, Eco-Fashion, Sustainable, Eco Friendly Fabrics, Environmental Impact

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.

Downloads

Download data is not yet available.

References

MałgorzataKoszewska 2013,A typology of Polish consumers and their behaviours in themarket for sustainable textiles and clothing International Journal of Consumer Studies 37 (2013) 507–521

KirsiNiinimäki,(2010), Aalto University, School of Art and Design Helsinki, Hämeentie 135 C, 00560 Helsinki, Finland.

E-mail: kirsi.niinimaki@aalto.fiSust. Dev. 18, 150–162 (2010) DOI: 10.1002/sd

C. Bianchi and G. Birtwistle( 2012) Consumer clothing disposal behaviour: a comparative studyijcs_1011 335..341335..341 Constanza Bianchi1,2 and Grete BirtwistleInternational Journal of Consumer Studies 36 (2012) 335–341

Remke M. Bras-Klapwijk* and J. Marjolijn C. Knot Sustainable Development

Susl. Dei 9, 109-118 (200) DOI: I0.1002,sd.l57

Helen Goworek, (2011) "Social and environmental sustainability in the clothing industry: a case study of a fair trade retailer", Social Responsibility Journal, Vol. 7 Iss: 1, pp.74 – 86 DOI: https://doi.org/10.1108/17471111111114558

Remke M. Bras-Klapwijk* and J. Marjolijn C. Knot STRATEGIC ENVIRONIMENTAL ASSESSIMENT FOR SUSTAINABLE HOUSEHOLDS IN 2050: ILLUSTRATED EOR CLOTHING Sust. Dev. 9, 109-118 (2001)

Niinimäki, K. &Hassi, L. (2011) Emerging design strategies in sustainable production and consumption of textiles and clothing. Journal of Cleaner Production, 19, 1876–1883. DOI: https://doi.org/10.1016/j.jclepro.2011.04.020

Koszewska, M. (2011a) The ecological and ethical consumption development prospects in Poland compared with the western European countries. Comparative Economic Research, 14, 101–123. DOI: https://doi.org/10.2478/v10103-011-0013-3

Koszewska, M. (2011b) Social and eco-labelling of textile and clothing goods as a means of communication and product differentiation. yyFibres& Textiles in Eastern Europe, 4, 20–26. [WWW document].URL http://www.fibtex.lodz.pl/article536.html (accessed on 20 July 2012).

Anderson, T. Jr & Cunningham, W.H. (1972) The socially conscious consumer. Journal of Marketing, 36, 23–31. Anderson, T. Jr, Henion, K. & Cox, P. (1974) Socially vs. ecologically responsible consumers. AMA Combined Conference Proceedings, 36,304–311. Brooker, G. (1976) The self-actualizing socially conscious consumer. Journal of Consumer Research, 3, 107–112.

Cotte, J., Ivey, R. &Trudel, R. (2009) Socially conscious consumerism: A Systematic Review of the Body of Knowledge, Network for Business Sustainability Knowledge Project Series. [WWW document].URL http://nbs.net/wp-content/uploads/NBS_Consumerism_SR_ Researcher.pdf (accessed on 26 July 2012).

Papaoikonomou, E., Ryan, G. &Valverde, M. (2011) Mapping ethical consumer behavior: integrating the empirical research and identifying future directions. Ethics & Behavior, 21, 197– 221 DOI: https://doi.org/10.1080/10508422.2011.570165

Sluiter, L. (2009) Clean Clothes: A Global Movement to End Sweatshops.Pluto Press, London.

Schoefer, K. & Diamantopoulos, A. (2009) A typology of consumers’ emotional response styles during service recovery encounters. British Journal of Management, 20, 292–308. DOI: https://doi.org/10.1111/j.1467-8551.2008.00589.x

Shim, S. & Drake, M.F. (1990) Influence of lifestyle and evaluative criteria for apparel on information search among non-employed female consumers. DOI: https://doi.org/10.1111/j.1470-6431.1990.tb00063.x

Journal of Consumer Studies & Home Economics, 14, 381–395.

Sluiter, L. (2009) Clean Clothes: A Global Movement to End Sweatshops.

Pluto Press, London. Spiggle, S. & Sanders, C. (1984) The construction of consumer typologies: scientific and ethno methods. Advances in Consumer Research, 11, 337–342.

Tangl, E. (2010) How to implement successful marketing strategies for eco-fashion? Wear Fair 09.10.2010. [WWW document].URL http://www.wearfair.at/uploads/media/Elisabeth_ Tangl_Workshop_Marketing_101009.pdf (accessed on 20 July 2010).

Verain, M., Bartels, J., Dagevos, H., Sijtsema, S., Onwezen, M. &Antonides, G. (2012) Segments of sustainable food consumers: a literature review. International Journal of Consumer Studies DOI: https://doi.org/10.1111/j.1470-6431.2011.01082.x

http://www.sustainable-sphere.com/2012/08/what-is-future-of-sustainable-fashion.html

http://www.greenchoices.org/green-living/clothes/environmental-impacts

http://www.greenchoices.org/green-living/clothes/more-sustainable-fabrics

http://www.marketsandmarkets.com/

http://www.fastcompany.com/DECEMBER 2012/JANUARY 2013

Published
2018-06-30
How to Cite
Thelkar, V. (2018). A STUDY ON SUSTAINABLE CLOTHING MARKET WITH REFERENCE TO PUNE CITY . International Journal of Engineering Technologies and Management Research, 5(6), 66-79. https://doi.org/10.29121/ijetmr.v5.i6.2018.246