Consumer Perceptions of Sustainability and Their Impact on Purchasing Decisions in the Indian Textile Industry

Abstract

The textile industry has been under tremendous pressure in recent years to adopt the sustainable practices due to surging consumer awareness and ecological concerns. The objective of this study is to explore consumer perceptions towards sustainability in textile products with respect to their purchasing behaviour, influences on decisions made as well as obstacles faced by them. To attain this purpose, the research employed qualitative research design through semi-structured interviews conducted on five participants who were identified from different market segments within the textile industry. The participants of the study included both consumers and professionals from different industries which provided a much broader perspective. Semi- structured interviews were used as means of data collection that were thereafter transcribed and analysed manually using thematic analysis technique with an aim of coming up with major themes and patterns concerning sustainable development.

From these findings, it is evident that there are several factors that affect buying behaviour of consumers such as sustainability in relation to purchase decision making process. Interviewees emphasized the need for eco-friendly materials, ethical ways of production and transparency across supply chains thus they are more likely to support brands showing moral responsibility. Consumer inclination towards brands that show real commitment to sustainable activities is on the rise, and they often rely on certifications and detailed product information to make informed decisions. However, there are several hurdles for sustainability textiles widespread adoption. High costs and the limited availability of sustainable options are major barriers, especially for budget-constrained consumers or people residing in areas where such products are not easily accessed.

This research also points out marketing and consumer trust as other important concerns. A good marketing strategy should be able to communicate clearly how sustainable a product is such that it builds consumer confidence. Nevertheless, there exist a fear over greenwashing whereby companies provide false claims about their efforts in being eco-friendly. In conclusion, this research offers valuable insights into consumer perceptions of sustainability within the textile industry thus identifying some areas which need serious improvements. By dealing with these kinds of blockages as well as enhancing openness, the business will be more capable of meeting customer expectations while driving better ways of operating sustainably.