Sustainable Practices in Organic Apparel Industry
Abstract
India is the second largest global textile manufacturer and its apparel market is expected to grow yearly at 11.1% (CAGR 2019-2021). The nation accounts for 74% of global organic clothing production which has gained momentum recently due to increasing health awareness and environmental hazards associated with conventional clothing. Organic fabric retailers are adopting ethical values to remain competitive in market. But limited purchase of organic clothes in domestic market is alarming. Hence, current study explored sustainable practices followed by retailers and consumers towards consumption of organic with organic clothing retailers followed by content analysis on emerging themes and subthemes. Conceptual framework has been developed. Findings indicate that Green price1, Green advertisement2, Green knowledge3 and Green perceived value4 are critical influencers to encourage sustainable practices towards consumption of organic clothing.
