Fabric sustainability : An eco-conscious perspective of Indian consumers

Sustainable living is the need of the hour, keeping the demands of the environmental concern. The apparel industry has a 10% contribution to the carbon footprint. This research paper identifies the components that influence the perception of fabric sustainability and the choices made by consumers in purchasing organically made apparel. The study also aims at knowing the numerous influences made by variables identified, such as green attitude, environmental concern or social responsibility, peer pressure and recycling. The researcher has identified the research gap between the intention to buy organic apparel and the actual purchase. Factors positively affect the purchase behaviour of consumers preferring sustainable apparel. The purpose of this study is an overview of sustainable fashion consumption. The groundwork of the study was conceptualized with the existing literature review. Percentage analysis was used to categorize independent variables. Descriptive statistics were analysed using the test of normality and reliability analysis. Confirmatory Factor Analysis (CFA), reliability tests, average variance and discriminant validity, were also extracted. The hypothesis was tested with a model developed for sustainable apparel businesses in the industry through Structural Equation Modeling (SEM) approach. Data analyzed in the study shows a positive relationship between the conceptualized factors such as recycling, awareness, responsibility/environmental concern, green attitude, and eco-labelling with the purchase pattern of the consumers who procure organic apparel. All the measures were found robust. Test of normality and Cronbach’s alpha shows standard values that are globally accepted. The hypothesis was found to be supported through the SEM approach. The paper aims to fabricate awareness and purchase intentions among consumers considering sustainable apparel. This study has bridged the gap found through other literature reviews. A unique workable model was designed and can be deployed by the fashion industry as a new mix for attracting consumers towards sustainable apparel.