Analysis of Consumer Perception about Eco-Friendly Apparel
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In recent years, ethical and environmental aspects of apparel manufacturing are given significant importance in many European countries. The major importance has been given to environmental wellbeing, Fair Trade & social welfare. Because of such socially responsible and moral aspects, popularity of Eco-Friendly textile is being observed in the European world lately. This is where its practices are being adopted by Textile Firms at a very fast pace. On the other hand, it has been argued that Eco-Friendly Textiles and its related terms are known at a minimal level among the consumers in European countries. It has also been observed that very little research work is attempted to investigate the perceptions, understanding and willingness of consumers in considering Eco-Friendly Textiles as clothing alternate, through quantitative techniques. Thus, this research gap in literature has motivated the study where researcher has attempted to study the perceptions of consumers about Eco-Friendly apparel as an ethical alternate in European Region, with the help of quantitative research technique i.e. “Questionnaire Survey”. This survey is based on 100 participants; consisted of 26 close ended questions, targeted equally at males and females (50/50). This research has demonstrated the fact that Eco-Friendly Textiles has the potential to succeed within various social groups, having different level of awareness, apparel buying preferences and criteria, who are concerned about ethical and socially responsible dimensions of environment. However, while operating in conventional apparel industry, organizations promoting the use of Eco-Friendly alternates require an extra effort to get the attention of customers, who are using conventional textiles since centuries. There is a high possibility of positive influence of these companies over European Consumers (and beyond) and enterprises in the West especially towards the ethical dimensions of Eco-Friendly textiles.