Consumers' Attitude Towards Eco Friendly Textile Products

Abstract

Care for the environment is directly connected to consumer behaviour. The authors summarize in their research the findings of different authors who have examined various aspects of socially responsible consumption, green consumption and ethical consumer behaviour. Their results have shown that consumers contribute to active environmental problem solving by selecting and purchasing environment-friendly textile products. Today’s con¬sumers have started to act more ethically and responsibly when purchasing and considering the products they need. The goal of this paper is to explore Slovenian consumers’ perception of eco-friendly textile products, to investigate underlying attitudes and perceptions, and consumers’ willingness to buy eco-friendly textile products in the future. Research questions focus on knowledge about eco-friendly textile products, attitudes, perception and purchasing behaviour as it relates to eco-friendly textile products. Slovenian consumers express a positive attitude towards eco-friendly textile products. They perceive eco-friendly textile products as products with a certificate, as produced in an eco-friendly manner, as products with a higher price than conventional products and as sustainable products. The most important factor when purchasing eco-friendly textile products is the label “product with certificate” or “certified product”, as consumers buy eco-friendly textile products labelled as such. Respondents intend to purchase eco-friendly textile products in the future. The results of this research could be used in planning the further development of the eco-friendly textile products market. Overall positive attitudes toward eco-friendly textile products should be reinforced, while consumers can be influenced through targeted advertising. The results of this research can be used to plan further marketing activities.

Awareness of the Environmental Impact of Clothing Production and Consumption among Slovenian Women Customers

“…The trend of wearing environmentally friendly clothing has evolved as a result of our culture's evolving consciousness [30]. Various methods of addressing these issues have been proposed, including the development of new business models, designing prod-ucts in a way that would make re-use and recycling easier (circular fashion), convincing consumers to buy fewer clothes of better quality (slow fashion), and generally steering consumer behaviour towards choosing more sustainable options [31].…”

“…Consumers may have high level of environmental awareness, but they rarely take environmental impacts into account when purchasing clothing. Slovenian consumers prioritize, when purchasing clothing, factors such as fashion trends and place of origin, while they still place less value on factors such as environmental sustainability [31]. The share of used, second-hand clothing sales compared to the purchase of new clothes was only 0.62% in Slovenia in 2019, while the share of clothing rental was even lower.…”

“…On the other hand, a positive trend has been noticed [2]. Purchasing used clothing is still not a typical practice in Slovenia [31]. One of the studies in Slovenia suggest that overall positive attitudes toward environmentally friendly clothing products should be reinforced, as consumers can be influenced through advertising [32].…”

“…One research project that emphasised clothing purchasing behaviour in the area of sustainable behaviour focused on the analysis of demographic data, such as age, education and status [31]. In this way, we defined a broader hypothesis to analyse the clothing purchasing behaviour of Slovenian women consumers using other demographic data to ensure comprehensive understanding.…”

A SEM-NCA Approach towards Social Networks Marketing: Evaluating Consumers’ Sustainable Purchase Behavior with the Moderating Role of Eco-Friendly Attitude

“…Due to the ever-increasing exponential use of the internet and social media, they have become the primary source of business-related information about products and brands [14]. Therefore, interaction or communication with other users and content created by an organization, company, or person highlights the importance of using social media [18,19]. To build sustainable performance and strong relationships, the production of marketing content in a social media strategy framework is an important challenge for companies because they must align marketing content with the customer's personal or community preferences [20].…”