Submitted to: Submitted by:

Dr. Meenu Srivastava Aligina Anvitha Sudheshna

Professor and head, TAD PhD prev, TAD
Introduction:
 Eco clothing refers to all clothing that has been
manufactured using environmentally friendly processes.
 It includes organic textiles and sustainable materials
such as hemp and non-textiles such as bamboo or
recycled plastic bottles, also includes recycled products
and is not necessarily made from organic fibres.
 Organic clothing refers to clothes made with a
minimum use of chemicals and minimum damage to the
environment.
 fair-trade is intended to achieve better prices, decent
working conditions, local sustainability, fair terms for
farmers and workers in the developing world.
Environmental concerns,
ethical issues
 There are three criteria for
selecting eco-friendly fabrics as
i. The use of fewer toxic chemicals,
ii. The use of less land and water,
iii. The reduction of greenhouse
gases.
Ecomark or Eco mark
 certification mark issued by the Bureau of Indian
Standards to products conforming to a set of standards
aimed at the least impact on the ecosystem.
 The marking scheme was started in 1991.
 One of the purposes of the mark is increasing
awareness among the consumers towards reducing
environment impact
Environmentally conscious consumers
Lin characterized environmental shopping attitudes under
four dimensions:
 involvement in an environmental organization or other
environmental protection activities
 consumption of organic food
 interest in the fabric content label prior to the purchase
of a garment and
 past purchase of organic apparels
Consumer desire for variety and instant gratification
motivated consumers. This resulted in the formation of
a market of “Throwaway or Fast fashion.”
Recycled fibers and sustainability
 Recycled fibers are made from scraps of fabrics
collected from clothing factories that are processed
back into short fibers for spinning into a new yarn.
 Sometime virgin yarns are blend to strengthen of the
new fabrics made of recycled yarn.
 Designers say that they are trying to incorporate this
sustainable practice in the modern clothing.
In a research conducted on Indian
consumers’ organic clothing purchase

peer influence had no impact on organic

clothing purchase behaviour of youth

importance of social influence and green

norms

with green products and brands enabled

them to appreciate the relevance of
organic clothing
Conclusion:
 Promotional campaigns should educate and inform
people about impact of textile manufacturing and
dyeing processes on environment
 Social initiatives like environment awareness camps,
exhibitions of organic clothing, and fabrics that could
be recycled could help in communicating the benefits
 Organic clothing brands could use national and
international designers as opinion leaders to
communicate benefits of organic clothing
 Latest designs and styles should be introduced to
appeal to young consumers
 The premium value of organic clothing lines can be
emphasized by designing garments that are latest in
line with global fashions
 Quality, price, and style aspects can be better managed
through brands
 The organic clothing brands should focus on
strengthening the attributes most important for youth
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 https://en.wikipedia.org/wiki/Ecomark
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Thank you