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Will eco-fashion take off? Survey of potential customers of organic cotton clothes in London Will ‘Eco-Fashion’ Take Off? A Survey of Potential Customers of Organic Cotton Clothes in London

Abstract

This article shows the results of an investigation that identifies potential buyers of organic cotton garments in London in relation to their organic food consumption. The methodology used a positivist approach and a combination of exploratory and descriptive research. It included a qualitative exploratory phase of seven in-depth interviews and a conclusive descriptive quantitative phase using 100 face-to-face questionnaires. This study suggests that most respondents have positive attitudes towards organic cotton clothing. There is no evidence among respondents of a direct link between organic food consumption and their willingness to buy organic clothing. However, those interviewees with a higher level of organic food consumption, if they have more knowledge about organic clothes, higher aspirations to improve their quality of life, a higher desire for materials free from hazardous chemical waste, and place less emphasis on the higher price of organic clothes. The interest in environmental protection is also a feature of these potential consumers, although it is not necessarily linked to higher levels of organic food consumption. As with organic food products, the motivations for buying organic clothing are mainly related to the specific characteristics of the product that directly benefit the consumer.The results should be interpreted taking into account what other studies, such as Carrigan et al. (2001), they have disclosed the buying behaviour, which remains unchanged by ethical issues, thus expressing consumers’ intention to purchase ethical products. This article can be useful for market makers who wish to deepen consumer understanding and their intention to buy organic clothing. No studies were found at the time of this investigation that would relate the value that consumers attach to the attributes of organic cotton clothes to their consumption of organic food. This paper shows the results of a research that define potential cutters for organic cotton clothing in London in relation to their organic production consumption. The methodology employed a positive approach and a combination of exploratory and descriptive research. It included a qualitative exploratory phase of seven in-depth interactions and a conclusive conclusive descriptive phase of 100 face-to-face applied questionnaires.The study suggesting that most Responders present positive attitudes towards organic cotton fashion. There is no evidence among the Responders of a direct relation between consuming organic produce and the willingness to convert organic clothing. However, interviewees with a higher decrease of organic food consumption do exhibit higher knowledge about organic clothing, higher aspirations to enhance their quality of life and a stronger Desire for hazardous chemical residues free materials; they, as well, place a lower importance on the organic premium price. The interest in environmental protection is also a characteristic of these potential customers; Nevertheless, it is not necessarily related to higher organic food intakes. As with organic food, motivations for buying organic clothing are consistently related to specific characteristics of the product that directly benefit the consumer. Results have to be interpreted in light of what other studies, such as that by Carrigan et al. (2001), have revealed regarding pure behaviour, which often remains unaffected by ethical concerns even consumers may express willing.This research can be used for retailers who to better understand consumers with higher willingness to organic clothing. No studies exist at the time of the study that related the value that consumers give to the attributes of organic cotton clothing and their organic food intake.

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