Title: Is naturally coloured cotton a sustainable substitute for cotton textile?

Authors: A.S. Dishoja; Nisha Bharti; Sushant Malik

Addresses: Symbiosis Institute of International Business, Symbiosis International (Deemed University), Pune, Maharashtra, India ' Symbiosis Institute of International Business, Symbiosis International (Deemed University), Pune, Maharashtra, India ' Symbiosis Institute of International Business, Symbiosis International (Deemed University), Pune, Maharashtra, India

Abstract: There is a recent upsurge in consumption of environmentally sustainable products; one among them is the apparel segment, where cotton has the major stake. White lint cotton has to undergo processing and dyeing, which creates a hazardous impact on the environment. Therefore, the present study aims to better understand consumer behaviour towards cotton apparel and willingness to accept naturally coloured cotton, which positively impacts the environment and humans. Data collected from the respondents were analysed using decision tree and cluster analysis, which revealed that 28% of respondents are genuinely interested and buying naturally coloured cotton apparel and considered paying 15% premium. This paper also highlights the most critical attributes of cotton, and it discusses which category the cotton textile is the most preferred. This will help in the adoption of naturally coloured cotton apparel by consumers.

Keywords: cotton apparel; environmental impacts; sustainability; cotton attributes; consumer behaviour; cluster analysis; willingness to buy.

DOI: 10.1504/WREMSD.2024.138280

World Review of Entrepreneurship, Management and Sustainable Development, 2024 Vol.20 No.3, pp.338 - 354

Received: 16 Sep 2021
Accepted: 20 Dec 2021
Published online: 01 May 2024 *

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