Investigation about consumer s attitude and its antecedents towards environmental sustainable apparel a study of northern India

Abstract

newline Textile industry contributes a prominent role in global economy but is being criticized as one of the most polluting industry having inconsiderate effect on environment and human health. Due to the increase in the environmental concern posed by textile industry, demand for sustainable apparel has risen particularly in the west, signaling shifts in knowledge, beliefs and attitudes. Literature revealed a huge research gap in Indian context of consumer s attitudes and it s antecedents towards environmental sustainable apparels. Thus the study aims to investigate consumers attitude by examining Environmental Concern, Environmental Textile Knowledge, Attitude and Purchase Intentions of Indian consumers towards environmental sustainable apparels. The study also aims to explore sustainable solutions in denim manufacturing, which is the most polluted sub-sector of the textile industry. Literature revealed a research gap in the quality assessment of handloom denim, the production of which is at a very nascent stage and the technological studies in this area, has been ignored.