CHAPTER II

REVIEW OF LITERATURE
A review of literature plays an important role in leading the researcher to the
characteristic problem of considerations. It includes important past inquiries to think about.
Keeping this in mind, an attempt has been made to develop a brief overview of the work being
attempted in the field of work. They highlight work-related stress from various points. The
survey of the few thinkers about the organic product given below. A written audit may be part
of the content focusing on current information and/or methodological approaches to a particular
theme. Literature reviews are supplementary sources and, therefore, do not report unused or
individual experimental work. A research proposal is often associated with academic writing,
such as a writing audit. A survey of literature of importance to this study resides within the
conceptual framework of existing work related to benefit quality and completion, particularly
with Organic cloth consumer Oriented.
Indian Review of Literature
1. Dr. Kalpana Munjaland Nidhi Thakur (2023) The research aimed to better understand
how Indian consumers felt about fibers made from eco-friendly fibers. A systematic
questionnaire was used to collect data from 500 respondents and several statistical tests
such as regression and chi-square tests were performed to evaluate the research
hypotheses. Findings indicate that awareness and attitudes towards environmentally
friendly fiber products are strongly correlated and educational level is positively
correlated with awareness. In addition, female respondents were shown to be more likely
than male respondents to have positive opinions about environmentally friendly fiber
products. However, the adoption of environmentally friendly fiber materials has been
significantly constrained by their high cost. The results of this research may help apparel
businesses and governments understand how to promote sustainable consumer behavior
in the Indian market.
2. Mrs.B.Poornima and Mr.A.Abishek (2023) “A study on consumer awareness towards
eco- friendly products in Coimbatore city” This paper examines the increased consumer
demand for environmentally friendly products Awareness of environmental challenges.
The study, consumers have a positive attitude towards eco-friendly products, and their
willingness to pay more for them is affected by many variables, including themselves
understanding of the environment, their perception of benefits, social norms and their
own personal values. The study also emphasizes the value of product certification and
labelling in uplifting consumers awareness and belief in eco-friendly products. The
 article concludes with suggestions on how create consumer awareness and promote
sustainable consumption patterns to legislators and marketers.
3. Beeraka Chalapathi, Dr. G. Rajini(2022)”Consumer Preference For Organic Fabrics Vs
Non-Organic Fabrics In Indian Fashion: A Market Segmentation Study Using K-Means
Cluster” The present paper is descriptive in nature in which a survey method was used to
collect data on consumer preferences for organic and inorganic clothing. The sample size
of the study is 394 respondents. Statistical techniques such as cluster analysis and one-way
ANOVA were used to analyse the data. Based on organic and non-organic choices, the
study found that customers can be divided into three segments: moderate organic clothing
consumers, organic clothing loyal consumers, and organic clothing non-consumers. All
these categories are also determined to be different from each other.
4. Narayanan & Harikumar (2022) This study was conducted with an aim to develop
knowledge about purchasing behavior of green clothing. This study helped to conceptualize
green clothing by considering performance such as fashionable designs, wear and use of
fair trade practices. Women were less in the population. This is due to the convenience
sampling technique used for data collection, which resulted in a skewed sample from one
country. Future research could look at a broader sample that captures the demographic and
geographic characteristics of shoppers.
5. Kumar, N., Garg, P., & Singh, S. (2022) The textile industry has emerged as a major
source of pollution due to increasing carbon footprint, increasing greenhouse gas emissions
and increasing landfill waste. Sustainable fashion has become a new style statement and
industries are shifting their orientation towards eco-friendly production. Theory of Planned
Behavior (TPB) model was used with environmental concern, personal moral norms and
consumer efficacy to better predict eco-friendly clothing purchase intention of educated
Indian youth. Variance-based partial least squares-structural equation modeling (PLS-
SEM) was used to estimate the hypothesized model. Findings indicate that perceived
behavioral control has a strong significant positive influence on purchase intention
followed by personal moral values, attitude and perceived consumer efficacy. The study
provides insights to experts and policy makers to formulate sustainable marketing
strategies and policies to cope with domestic market conditions.
6. Prachi Mishra and G. Devakumar (2020) “A Quantitative Study on Challenges in
Organic Clothing Purchase Behaviour” As the word organic is gaining attention among
consumers worldwide, clothing retailers are bringing organic clothing into their offerings.
But cost remains a challenge and one must consider the cost and monetary benefits and
 project the true value of organic clothing. The present paper therefore examines the role of
price and perceived value in the context of purchasing behaviour for organic clothing. Data
was collected based on an online questionnaire survey with 200 respondents. The result
revealed that price significantly affects perceived value on organic apparel purchasing
behaviour. Also, perceived value significantly influences purchase behaviour.
7. Arpita Khare (2020) “Antecedents to Indian consumers’ perception of green apparel
benefits“ This study aims to evaluate the perceived benefits of green clothing among Indian
consumers on the influence of past environmental behavior, green peer influence and green
clothing knowledge. Design/Methodology/Access Data were collected through mall
intercept technique in 10 cities across India. Findings indicated that past environmental
behavior, green peer influence, and green clothing knowledge influenced the perceived
benefits of green clothing. Perceived benefits from product attributes include awareness of
fair trade practices, perceived value in purchasing fair trade clothing, and improved self-
image. Research Limitations/Implications Research has not examined the influence of
demographics and lifestyles on purchasing green clothing or the impact of product
attributes such as quality, price, and functional features on predicting consumer behavior
toward green clothing. Practical Implications Green clothing manufacturers should focus
on altruistic, physical and aesthetic product attributes. Green clothing can be marketed as a
unique product that conveys a commitment to the environment. Social influence can be
used to spread awareness about the benefits of green clothing. Originality/value There is
little research on consumer perception of the benefits and value of green clothing in India.
The study looks at the altruistic and physical product aspects of green clothing and their
role in enhancing a person's self-identity.
8. Dr. Suman Ghalawat et al (2019), “A Consumer Awareness Study towards Purchasing
of Organic Products” examine Organic products gained significant place in the minds of
consumers. This study has two main objectives namely to determine the relationship
between consumers purchasing and benefiting from organic products and to determine the
significant relationship between the reasons for choosing organic products and the benefit
of using organic products. Data were analyzed with the help of a questionnaire on a Liker
scale ranging from 1= strongly agree to 5= strongly disagree. Data analysis is done using
SPSS version 13.0. The findings of the study showed that consumers agreed that it
contributes to their better health, followed by product quality and taste/texture/feel and the
corresponding mean value was 1.48, 1.92 and 1.92 respectively. Regarding the preference
of organic products over non-organic production, customers considered preferring organic
 products for health, followed by taste/texture/feel and product quality and the
corresponding mean value was 1.48, 2.04 and 2.08 respectively.
9. D Hari Priya & Dr. N Ramesh Kumar (2019), “Consumer satisfaction towards organic
farm products: A study with special reference to Coimbatore district” explores the growing
preferences and awareness for organic products worldwide. People are neglecting mineral
food products due to high health awareness. Organic food products are gaining more
preferences and acceptance than inorganic food products. Due to the high use of chemicals
in agriculture, inorganic foods are harmful, so consumer tastes and preferences have shifted
to organic food products, leading to the growth of the organic products market. This study
attempted consumer perception and satisfaction towards organic products with special
reference to Coimbatore district. Additionally, the study analyzes consumer decision
making in purchasing organic products. The study found that organic products are safer for
consumers to buy. The study shows that people tend to buy organic products even if the
prices are high.
10. Sandhya G and Sushanta Kumar Mahapatr (2018), “Thematic Analysis to Assess
Indian Consumers Purchase Intention for Organic Apparel” Consumer behavior is
dynamic, and there is a beauty in understanding consumer intent for a product category like
organic apparel, especially when it is a unique phenomenon in a growing economy like
India. This paper is an attempt to understand the factors influencing Indian consumers'
intention to purchase organic apparel. A purposive sampling procedure was adopted in
selecting the participants. A focus group discussion was conducted to capture data for
thematic analysis. Theoretical thematic analysis was conducted based on the theory of
planned behavior model. Inductive thematic analysis led to other dimensions such as
product knowledge and involvement, environmental knowledge, and skepticism derived
from themes. Textile manufacturers who innovate with sustainable fabrics can look at the
dimensions consumers look for when choosing organic clothing. Both domestic and
international organic clothing manufacturers can take advantage of the behavioral
dimensions of factors influencing consumers' intention for organic clothing.
11. Ms Anshu Singh Choudhary (2018), “Growing Market for Organic Clothing” Explore
the organic industry started with organic food because people are more conscious about
healthy lifestyle. But now consumers are also concerned about the environment, so they
said they are looking at sustainable organic clothing. Sustainability has been a leading
attribute of fashion production lately. Most of the fashion industries are now focusing on
more sustainable products so as to meet the environmental and social aspect of gaining
 competitive advantage in the fashion business. Companies should take care of social,
political and economic issues and they should be aware of current trends in the market.
Provides a sustainable fiber solution for companies facing environmental issues. These
fibers are favorable to meet the market demands for quality product these days.
12. Arpita Khar(2018) “Green Apparel Buying Behaviour: Opportunities in Indian Market”
This study needs to understand the various risks factors influencing organic clothing
buying behavior like in the past Green purchasing, green attitudes, values, green self-
identity and peer Influence on green procurement. It examines the role of these factors
Buying organic clothing. can drive future research In understanding these factors in the
context of organic clothing Purchase. Primary research helps to understand consumers
Ecological Beliefs. Specific green clothing brands, their prices, styles and promotions can
be taken to understand their influence attitudes of consumers towards green clothing.
13. Machala Santhosh Kumar (2017), “Study of Organic Agriculture - Development of
Sustainable Agriculture", studies of organic agriculture through sustainable agriculture,
which not only meets the food needs of the present generation in an environmentally
friendly way but also meets the needs of the future generations and maintains our
environment. Modern agriculture involves the use of pesticides and fertilizers, soil
fertilizers, water Hardiness has had a negative impact on the environment due to genetic
variation in plants and animal feed, thereby increasing health problems and many other
serious health concerns.
14. Sadhguru (2014) “Why Organic Clothing – Benefits of Organic Cotton and Silk”
Nowadays, there is a lot of talk these days about wearing clothes made from organically
grown cotton. But that's what humans have always done. Everything was organic. Even
now, in a country like India, it is often the case. Organic clothing or organic farming is not
some special idea. That has always been the case. We left it because someone changed it
for commercial interests in the last few decades. I'm not suggesting what someone should
wear, but you should look at and decide your life with a certain freedom, without
compulsion.
15. Goswami (2007) they concluded that the research and findings are generalizable, but they
shed light. On the importance of green apparel product features in shaping the perception
of Indian consumers the future. The study can conceptualize humanistic, practical, and
hedonic components of green Associate them with physical product features such as
clothing and price, quality, fabric color. Furthermore, future research may focus on
modifying or expanding the framework make better assumptions about perceived
 performance, knowledge, and customer status independent judgment, as well as innovation
in measuring or interpreting customer innovation. Green dress behaviour in a
comprehensive way. Assessing vulnerability may be important. Other psychological
qualities like individuality, stubbornness, self-identity as well as lifestyle, green clothing
choices.

Foreign Review of Literature

16. Catherine Nur Komara and Elevita Yuliati (2023 ) “Analysis of Factors Affecting
Parents' Purchase Intention on Eco-Friendly Baby Clothing Products in Indonesia “ This
study relied on self-report measures, which may be inaccurate and subject to individual
bias. The reliability of the data may be affected by the memory of the respondents, which
affects the accuracy and completeness of the information. In addition, the research adopted
a cross-sectional design, collecting data at a specific point in time, limiting the ability to
establish causality or track changes over time.
17. Md Mehedi Hasan al et(2022) “Eco-Friendly Clothing Market: A Study of Willingness to
Purchase Organic Cotton Clothing in Bangladesh” This research study aims to achieve
sustainable development in a developing country in the apparel sector by examining
consumer behavior along with willingness to purchase organic cotton apparel (OCC) and
apparel retailers' responsibilities. The development of organic cotton clothing in the fashion
industry plays an important role in textile and environmental pollution and creates new
business opportunities for green clothing. Survey data were collected from major cities in
Bangladesh, and 303 usable responses were collected (81.5% male and 18.5% female). In
our survey, 60.7% of the participants were employed. This research model is inspired by
the Theory of Reasoned Action (DRA) and adds some new variables that influence
purchase intention under OCC style in developing countries like Bangladesh. The findings
of this study indicate that consumer environmental concerns and consumer attitudes
positively affect Bangladeshi consumers' OCC purchase intention. Also, the reliability and
fashionability of OCC products have a significant impact on the purchase intention of
Bangladeshi consumers. Product performance found an indirect effect on the intention of
Bangladeshi consumers. Also, this study will find that the Bangladeshi market is already
concerned about the sustainability movement and environmental issues. Retailers should
pay more attention to environmental awareness of OCC textiles and genuine OCC
products. Furthermore, this study will update previous research findings on consumer
attitudes towards OCC fashion in the Bangladeshi market.
18. Khare, A., Sadachar, A. and Chakraborty, S. (2022), "Influence of celebrities and
online communities on Indian consumers' green clothing involvement and purchase
behavior", The study examined the role of collective self-esteem (CSE), online
communities, green attitudes, and celebrity influence on green clothing involvement and its
consequent impact on green clothing purchasing behavior of Indian consumers. Online
communities, green attitudes, and celebrity influence predicted green apparel involvement
and in turn their purchase behavior. CSE had no effect on consumers' green clothing
involvement.
19. Sonal Gogri(2020) “A Study on Awareness and Attitude of People Towards Organic
Cotton” This study is based on the following research objectives i) Are consumers aware of
organic cotton in their products? ii). What attributes does the customer value in such a
product and those attributes are organic cotton
20. Soo HyunKim(2019), “The roles of values and social norm on personal norms and pro-
environmentally friendly apparel product purchasing behavior: The mediating role of
personal norms” The present study was conducted with two goals in mind: to examine the
effects of social norms on consumers' values, their personal norms, and environmental
behavior, and to examine the mediating role of personal norms in the relationship between
social norms and environmental behavior. Data were obtained from 292 participants in the
United States. The findings reveal that bio-altruistic and altruistic values influence
individual norms for purchasing pro-environmental products. Additionally, social norms
are internalized through personal norms and indirectly or directly influence pro-
environmental behavior.
21. Ming-Wangal et (2019) “An Assessment of the Relationships between Attitudes toward
Patriotism, Environmentalism, and the Purchase of Organic Apparel in US Consumers: An
Abstract” Patriotism is an individual's loyalty and emotional attachment to one's country,
which may influence foreign purchasing behaviors and attitudes. Made products. In
addition, environmentally related characteristics and functions may differ among different
consumer groups. Also, as consumers try to extend their organic lifestyle to clothing,
opportunities to effectively communicate the value of organic clothing that connect with
consumers are needed. However, few studies have focused on the influence of patriotism
on attitudes toward organic clothing and environmental awareness. The purpose of the
present study was to investigate the relationships between attitudes toward patriotism,
environmental and natural apparel purchasing, and the variability that leads to consumer
behavior.
22. Md Nakib Ul Hasan al et (2021) “Organic Cotton Clothing Purchase Behavior: A
Comparative Study of Consumers in the United States and Bangladesh” The purpose of
this research is to evaluate the differences and similarities in the purchase behaviors of
organic cotton clothing (OCC) of consumers upstream and downstream of the apparel
supply chain. Consumers' sustainability knowledge and the influences of social norms on
consumers' attitudes and purchase intentions are explored to understand them within the
framework of the Theory of Reasoned Action (DRA). Sample data were collected from
USA and Bangladesh and finally, 136 usable responses were used for data analysis. In the
context of social norms, Bangladeshi consumers were found to develop stronger positive
attitudes, whereas American consumers were found to display less strong relationships.
23. Xiao Tong al et(2018), “Exploring young consumers’ trust and purchase intention of
organic cotton apparel” The purpose of this study was to examine the effects of corporate
social responsibility (CSR) reputation, product price, and consumer perceptions of quality,
trust, and purchase intentions of organic apparel products by surveying American young
consumers. The results of our study show that retailers' CSR reputation had a significant
positive effect on perceived quality, consumer confidence, and purchase intentions, and
price had a negative effect on consumers' purchase intentions. The results also revealed
significant three-way correlations between the three independent variables on perceived
quality and consumer trust.
24. Muhammad Abrar, Sajjad Ahmad Baig, Mohsin Bashir, Rizwan Shabbir and
Muhammad Ayub (2018) “Consumer attitude and purchase intention towards organic
textile products” The main objective of the present study is to understand consumer attitude
towards purchase intentions of green textile products in developing countries like Pakistan.
The model was developed using the theory of planned behavior and attempts to expand the
TPB by adding additional constructs (environmental concern, personal norms, health
consciousness, and consumer knowledge). Data were collected through e-mails and a self-
administered survey questionnaire. Smart PLS 3 was used for data analysis. The findings of
the study revealed that health consciousness, consumer knowledge, environmental concern
and personal norms had a positive relationship with consumer attitude. But subjective
norms have no significant effect on consumer attitude. On the other hand, consumer
attitude mediates the effect of different factors (IV) on purchase intention (TV). Ultimately,
positive consumer attitude resulted in intention to purchase textile organic products. The
findings of the present study provide important practical and theoretical implications for
buyer behaviors toward green textile products.
25. Hanri Taljaard (2018) “Factors motivating male consumers’ eco-friendly apparel
acquisition in the South African emerging market” This study focuses on male consumers'
underlying motivation and intention to purchase clothing in an environmentally friendly
manner. The research hypotheses and framework for this study are based on norm-
enforcement theory and the theory of planned behavior to elucidate the underlying
motivational factors that contribute to eco-friendly clothing acquisition. Pro-environmental
attitudes were conceptualized as consumers reducing the amount of clothing purchased and
evaluating and selecting clothing based on pro-environmental attributes. A quantitative,
cross-sectional survey approach was used for descriptive research purposes. Male
consumers (18 years and older, n = 305) were reached through non-probability, purposive
sampling. Respondents completed online and paper-based questionnaires, which included a
scale of items suitable for use in local contexts. The results suggest that respondents are
aware of the environmental consequences of their clothing behavior, which ultimately
affects their behavioral intention. Contrary to studies conducted abroad, social and moral
norms did not have a significant impact on their decisions to purchase clothing in an
environmentally friendly manner.
26. Liu,Sheng Tiger, Bobo(2017),“Antecedents of buying intention towards bio-cotton
clothing” conducted quantitatively by using online survey method. The survey was
distributed to a random sample of 220 young business students at Umeå School of Business
and Economics (USBE). The research model of this study consists of seven hypotheses.
Each hypothesis is assigned a unique independent variable and a dependent variable (i.e.
purchase intention). All constructs are derived from the theory of planned behavior as well
as the theory of perceived risk. Following multiple linear regression analysis, it was
revealed that independent variables including attitude, social norm, consumer's perceived
efficacy and perceived availability significantly influence purchase intention. As the
availability of bio-cotton clothing is found to be low, managers are advised to increase the
visibility and benefits of such products using online and offline communication tools.
Policy makers, especially those from developed countries, are advised to support
information campaigns to change consumer behavior.
27. Arpita Khare (2017) “Antecedents to organic cotton clothing purchase behaviour: study
on Indian youth” The purpose of this paper is to investigate the influence of past pro-
environmental behavior, peer influence, and green clothing knowledge in the context of
natural clothing purchasing behavior. Data were collected through a survey conducted in
three major metropolitan areas and a total sample of 889 respondents who were college
 students in India was collected. Past eco-friendly behavior has influenced the natural
apparel buying behavior of Indian youth. Green clothing knowledge and peer influence,
interestingly, had no effect on organic clothing purchasing behavior.
28. Lori Rothenberg(2017) “Consumer decision making when purchasing eco-friendly
apparel” The purpose of this paper is to identify the realistic trade-offs young consumers
make when purchasing organic T-shirts. A full profile discrete choice design was used.
Data were analyzed using multinomial logit model and desirability indices. Price was the
most important attribute for consumers followed by place of manufacture and then
sustainability. Consumers were more willing to buy T-shirts made from eco-friendly, Made
in America, wrinkle-free technology and cotton jersey knit fabric, and priced at $15. While
consumers were more willing to pay $15, few others were willing to pay $25 or $35 for the
same eco-friendly t-shirt.
29. Federico Nassivera ai et(2017) “Willingness to pay for organic cotton: Consumer
responsiveness to a corporate social responsibility initiative” The aim of this paper is to
contribute to a better understanding of Italian organic clothing consumers and their
willingness to pay (WTP) for organic cotton clothing by investigating the importance of
consumers' attitudes towards CSR in agro-processing industries..
30. Tracie (Tsun-Yin) Tung (2017) “Effects of Green Self-Identity and Cognitive and
Affective Involvement on Patronage Intention in Eco-Friendly Apparel Consumption: A
Gender Comparison”. The aim of the study was to better understand consumers'
consumption of eco-friendly clothing and to investigate whether gender plays a role in
consumer attitudes towards the product. Male and female consumers' green self-identity,
cognitive and affective involvement and their patronage intention were examined and
compared. The results showed that men and women were motivated by different factors.
For men, cognitive engagement played an important role in determining their patronage
intention and mediated the relationship between their green self-identity and intention. For
women, green self-identity was the only factor motivating their supportive intention for
eco-friendly clothing. The findings provide empirical evidence and guidelines that will help
marketers identify their consumer characteristics and market segments and develop more
effective eco-friendly apparel marketing communication strategies in the United States.
31. Keunyoung (2015), “Effect of knowledge on decision making in the context of organic
cotton clothing” This research was designed to examine whether consumer knowledge
about organic cotton and related issues influences attitude towards price acceptance of
organic cotton clothing. The effect of consumer knowledge on consumer use of product
 label information on purchasing organic cotton clothing was examined. An online survey
was developed to measure variables including trial selection-based conjoint models for
mandatory and supplemental label specifications. Four hundred ninety-eight people
completed the survey. The results indicated that participants with moderate and high
knowledge were more willing to purchase organic cotton clothing at higher price points
and that they had more positive attitudes toward organic cotton clothing than participants
with low knowledge. The results suggest that differently informed consumers may receive
different types of information provided on product labels to evaluate organic cotton
clothing products. It is necessary to provide product-related information on product labels;
However, providing more information about the benefits of using organic cotton and
socially responsible business practices can improve consumer knowledge and acceptance
of organic cotton clothing products.
32. Kim et al., (2013), “The motivational drivers of fast fashion avoidance” Consumer Culture
Explore the focus on consumption while materialistic values are well-pervaded in the
fashion industry, which focuses on size and speed. Thus, the area of "fast fashion" has
emerged, which has contributed to environmental and ethical issues. Some of the negative
consequences following fast fashion are: water and air pollution, global warming, species
endangerment, sweat and child labour issues.
33. Jennifer Maloney (2013) “Consumer willingness to purchase organic products:
Application of the theory of planned behavior” the research used the theory of planned
behavior to examine consumer purchase intentions towards organic clothing products.
Participants were asked to complete a questionnaire at a university in the south-eastern
United States. Structural equation modelling was used to analyse the data. Attitude and
subjective norm were found to have a direct influence on consumer purchase intention.
Perceived behavioural control and perceived affordance indirectly influence intention
through attitude. Awareness, an exogenous variable, indirectly affects intention and
directly affects attitude and perceived behavioural control. Implications for organic
clothing retailers are discussed.
34. Prendergast, J. and Venkatraman, P.D(2012) “A study on the development of
sustainable organic clothing for women’s wear using natural fibres with specific focus on
product serviceability” In this study, the authors report the importance of organic
sustainable clothing for women's wear, particularly in the UK, in the context of current
trends, design and pattern. Based on recent research on silk and other organic fiber blends
with its collaborators, the authors highlight potential business opportunities in the UK in
 the context of promoting eco-friendly and sustainable fashion clothing to promote the
women swear market. Durability, maintenance and upkeep and comfort.
35. Hanna Kim, Eun-Jung Lee and Won-Moo Hur (2012) “The Mediating Role of Norms in the
Relationship between Green Identity and Purchase Intention of Eco-friendly Products”. This
study examines how consumers' intention to purchase environmentally friendly products is
influenced by green identity and the mediating role of taboo and descriptive social norms and
personal norms. An online survey was conducted for a sample of active online shoppers. The
results indicate that both types of social norms mediate the relationship between green identity
and purchase intentions, whereas personal norms do not. Furthermore, restrictive social norms
have a greater effect on purchase intentions than descriptive social norms do.
36. Joan L. Elliset al (2012), "Insights into willingness to pay for organic cotton apparel" The
purpose of this paper is to determine consumers' willingness to pay (WTP) for organic and
conventionally produced cotton clothing and to examine the role of purchasing behaviors,
clothing attributes, and consumer beliefs about organic products in purchase decisions. On
average, participants were willing to pay a 25 percent premium for an organic cotton T-
shirt over an identical T-shirt made from conventionally produced cotton. Participants who
pay for their own clothing or make individual purchasing decisions are not willing to pay a
premium. Previous history of purchasing organic foods, perceived product quality,
convenience, and participant's ethnicity were significant predictors of WTP.
37. Lina María Ceballos Ochoa (2011) Will ‘Eco-Fashion’ Take Off? A Survey of Potential
Customers of Organic Cotton Clothes in London” This paper presents the results of
research defining potential customers for organic cotton clothing in London in relation to
their consumption of organic produce. The method used a positivist approach and a
combination of exploratory and descriptive research. It included a qualitative research
phase of seven in-depth interviews and a quantitative final descriptive phase of 100 face-to-
face questionnaires. The survey revealed that most of the respondents present positive
attitudes towards organic cotton fashion. There was no evidence of a direct relationship
between consumption of organic produce and willingness to purchase organic clothing
among respondents.
38. Hae Jin Gam (2011) “Are fashion conscious consumers more likely to adopt eco-friendly
clothing?” Previous studies have considered the purchase of environmentally friendly
clothing (EFC) as a subset of environmental behavior. However, like all apparel, EFC
reflects consumers' fashion choices, and there are many variables that influence EFC
 purchase decisions that apparel companies must understand to effectively market eco-
friendly products. Therefore, the purpose of this paper is to identify whether fashion and
shopping orientation determine EFC purchase intention. A survey was conducted to
examine the effects of fashion orientation, shopping orientation and environmental concern
and eco-friendly behavior on purchase intention of EFC. A total of 329 usable
questionnaires were collected from young female consumers aged 18-25 years. Predictors:
Factor analysis was used to evaluate the two independent variables - fashion orientation,
shopping orientation, environmental concern and eco-friendly behavior - and the dependent
variable - purchase intention related to EFC. Findings from a series of linear regression
analyzes indicated that one fashion orientation factor, two shopping orientation factors, and
three environmental concern and eco-friendly behavior factors were significantly related to
EFC-related consumer purchase intention.
39. Seahee Lee (2011) ”Consumers’ Value, Environmental Consciousness, and Willingness to
Pay more toward Green-Apparel Products” Consumer awareness and environmental
concerns have increased significantly and environmental concerns are now one of the
major factors in consumer decision making. Despite many studies on green marketing,
limited research has been conducted on consumers' perception of ethical issues in the
fashion industry and its influence on their purchase behavior (Laroche, et al., 2001; Dixon,
2000; Butler & Francis, 1997). This study looks at the relationship between willingness to
pay more for products and college students. F is considered as one of the important values
in apparel buying behavior.
40. Cherry Chong Wang (2010)“Consumer Attitudes towards Sustainable & Environmental
Strategies in Fashion Clothing” The study examines sustainability issues in the fashion
industry and the achievement of sustainable development through the use of eco-friendly
operational strategies and sustainable marketing strategies. Promoting sustainable fashion
can increase the market share of "green clothes", achieve higher recycling rates and reduce
the impact of pollution. Data were obtained from questionnaires administered to a
convenience sample in the UK and China. The research implication states that the research
suggests using eco-labels as a sustainable marketing strategy, to increase product reliability
and availability of information and promotion with sustainability issues of the redesign
solution package. Fashion industry.
41. Hae Jin Gam(2010), “Quest for the eco-apparel market: a study of mothers’ willingness
to purchase organic cotton clothing for their children” Investigate what consumer
characteristics are associated with willingness to purchase and choice of organic cotton
 clothing (OCC) for children. A survey was administered to mothers of preschools to collect
data on maternal environmental characteristics; OCC and Children's Clothing, Children's
Clothing Buying Behavior and Willingness to Purchase OCC. A purchase scenario test was
used to examine whether price and other product characteristics influenced participants'
choice of OCC. A mother's environmental concerns, environmental purchasing behavior,
and recycling behavior significantly influenced their involvement in OCC, which further
significantly determined a mother's willingness to purchase OCC. However, mothers are
not willing to pay a premium for their children's OCC. The majority of mothers (59.5%)
who chose OCC in a buying situation cited the softness of the fabric as the main reason for
their choice. The production of environmental education materials for consumers and the
production of OCC with high quality and good performance will help improve the
acceptance of OCC in the market.
42. Brosdahl and Carpenter (2010), “Consumer knowledge of the environmental impacts of
textile and apparel production, concern for the environment, and environmentally friendly
consumption behaviour” describe clothing and knowledge among consumers have shown
conflicting results. Findings from their study of 429 student respondents showed that both
environmental concern and consumption were influenced by the level of knowledge
regarding the environmental impact of clothing production. The purchasing behavior of the
respondents was greatly influenced by their concern for the environment.
43. Douglas H.Costance and Jin Young Choi (2010), “Overcoming the barriers to organic
adoption in the united sates: A look at pragmatic conventional producers in Texas” their
paper examines predictors of interest and barriers to organic adoption among practicing
conventional producers in Texas, compared to organic and conventional producers. The
results indicate that more than 40% of producers with conventional operations are currently
interested in organic production. The paper concludes that increased institutional support
facilitates organic adoption.
44. Hong, Hee-Sook(2009) “The Effects of Benefits Pursued to Clothing on the Purchase
Intention of Apparel for Consumer's Well-being -Eco-friendly and Health-functional
Apparels-” This study examines the effects of perceived benefits to clothing on the
intention to purchase wellness-based clothing products (clothing that is environmentally
friendly and performs healthily). Data were collected from a total of 251 Korean women
aged 20 to 50 years and analyzed by SEM. Practical utility positively affected, but aesthetic
benefits negatively affected intention to purchase eco-friendly clothing and health-
 functional clothing. Social interest influenced the intention to purchase health-functional
clothing but not the intention to purchase eco-friendly clothing.
45. Dombek-Keith(2008) “Re-Fashioning the Future: Eco-Friendly Apparel Design” The
main research question for this study is: How can we rethink eco-friendly fashion design,
or ?re-fashion,? Consumer interaction with clothing for less environmental harm while
meeting or exceeding consumer needs and wants? The purpose of this research is to create
collections of eco-friendly clothing designs that meet the goals for consumer appeal and
behavioral influence, and then by displaying them, can consumers evaluate the success of
these design collections? concepts and implementation in achieving those goals. Experts in
eco-friendly fashion design provided feedback on an initial set of design goals derived
from the literature review. A finalized list of eco-friendly apparel design goals was created,
which along with the literature review inspired the development of a new eco-design
framework for this study, called the ERR or eco-friendly framework: effective, resilient
and relevant. These goals and principles were conceptualized and implemented into eco-
friendly fashion design collections.
46. Gwendolyn Hustvedtet al (2009), “Consumer likelihood of purchasing organic cotton
apparel: Influence of attitudes and self-identity” this paper contributes to a better
understanding of organic apparel consumers. Is the recent surge in organic cotton products
just another fashion trend or is there a genuine interest among consumers in purchasing
organic cotton clothing based on the benefits of organic farming to the environment? 38 %
of consumers who used organic cotton content had positive attitudes toward organic and
sustainable agriculture, preferred to "buy local," and had a strong self-identity as an
environmentally, organic, and socially responsible consumer.
Research Gap:
The existing body of research has touched on consumer motivations and attitudes
towards organic clothing; However, there is a clear void in recent studies that examine aspects
of the evolution of consumer awareness, the apparent impacts of marketing strategies, and the
ultimate translation of these factors into consumer satisfaction and loyalty. A more thorough and
current analysis is necessary to clarify the landscape of the fashion industry, where the complex
interplay of information sources, the effectiveness of marketing communications, and the swing
of socio-ecological consciousness are rapidly changing consumer preferences and experiences.
This underscores a significant research gap within the domain of consumer awareness, attitudes,
and satisfaction toward organic clothing, requiring a comprehensive and contemporary
assessment of the factors influencing consumer behaviour in this domain.
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to Purchase Organic Cotton Clothing in Bangladesh. Sustainability. 2022; 14(8):4827.
https://doi.org/10.3390/su14084827

2. Khare, A., Sadachar, A. and Chakraborty, S. (2022), "Influence of celebrities and online
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3. Sonal Gogri(2020) “A STUDY ON AWARENESS AND ATTITUDE OF PEOPLE

TOWARDS ORGANIC COTTON” International Research Journal of Modernization in
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4. Soo HyunKim(2019), “The roles of values and social norm on personal norms and pro-
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5. Arpita Khare al et (2019), “Investigating the Role of Knowledge, Materialism, Product

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6. D Hari Priya & Dr. N Ramesh Kumar (2019), “Consumer satisfaction towards organic
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8. Ming-Wangal et (2019) “An Assessment of the Relationships between Attitudes towards

Patriotism, Environmentalism, and the Purchase of Organic Apparel in US Consumers: An
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9. Md Nakib Ul Hasan al et(2021) “Organic Cotton Clothing Purchase Behavior: A

Comparative Study of Consumers in the United States and
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16. Hanri Taljaard (2018) “Factors motivating male consumers’ eco-friendly apparel
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