Creating Awareness among Consumers on Purchase of Sustainable Textile Products in Pakistan

Abstract

Aim of the Study: The aim of the study to assess the impact of knowledge on consumer willingness to purchase (WTP) sustainable clothing. For this purpose, firstly the study design to explore the association between consumer environmental concern (CEC), awareness (CA), involvement (CI), and willingness to purchase (WTP) sustainable clothing and secondly determine the effect of consumer awareness on willingness to purchase ecofriendly clothing. Methodology: The research design based on true experiment with pre and post questionnaire followed by power point presentation as an intervention tool for 30 minutes. A sample of N=365 consumers with the age range of 16-35 were selected through simple random sampling technique. Results: Results indicated that positive correlation exist among all variables. As well as result of paired sample t test also revealed that intervention tool had increased the awareness regarding sustainable clothing   among consumers which enhance their involvement in WTP sustainable clothing. Conclusion: The important contribution of this research study to ecofriendly textiles and sustainable clothing market was that it included three factors of consumer purchase decision which impact on WTP sustainable clothing. These are significant determinants for garment manufacturers which may effect on consumer buying decision regarding sustainable apparels. This study is important to fast fashion retailers, marketers, environmental campaigners, charitable organizations and public policy makers.