Home / Knowledge / News / Apparel/Garments / India ranks No-1 in shopper preference for ethical fashion
India ranks No-1 in shopper preference for ethical fashion
23
Aug '12
Shatadru Chattopadhyay
Shatadru Chattopadhyay
A National Geographic Society conducted survey ‘Greendex 2010: Consumer Choice and the Environment’ — a worldwide quantitative consumer study of 17,000 consumers from 17 countries shows India ranked as number one in showing preference for more sustainable products, which includes textiles and apparel, knowledge of environmental issues, attitudes toward the environment and sustainability and many more parameters.

Similarly, the Edelman’s annual global research that explores consumer attitudes around social purpose, including their commitment to specific societal issues and their expectations of brands and corporations shows that when quality and price of a product are deemed equal, social purpose has consistently been the leading purchase trigger for Indian consumers ahead of even many other developed countries.

Apparel retailers like Fabindia and Mother Earth are slowly and surely making inroads in to the ethical fashion space. Alongside the production activities of these companies directly help the marginalised sections of Indian society like cotton farmers, handloom workers and handicraft artisans by helping them generate better incomes. Other brands which have organic products in their portfolio include M&S, Duke, Nike & Van Heusen.

“Solidaridad, which founded Fair Trade in 1980s and have been instrumental in setting up several other similar initiatives in EU, did its own survey in the year 2010 across different retail chains to assess Indian consumer preparedness covering Delhi, Mumbai, Kolkata and Bangalore, said Shatadru Chattopadhyay, MD (South & South-East Asia) at Solidaridad Network, when asked if the Indian consumer market ready for ethical apparel products are willing to shell out extra bucks for those products.

“Respondents across all sectors agreed that their preferred fashion brands needs to look into various social, economical and environmental issues related to textile production. It was encouraging to see 55% of respondents are willing to pay a premium of 10 percent in order to buy such products. The institutional buyers are also willing to pay a premium of 10 percent.

“However, all the respondents sighted the lack of such credible, third party, sustainability communication and lack of such brands which have adopted such sustainability communication.

“So, we at Solidaridad do believe if there is a credible and yet a simple way (i.e. a label) of telling the consumer about how their brands have taken care of the society and environment, the consumers would not only be willing to pay a bit extra but also extend their loyalty with such brands. After all, this will allow the consumers in India doing a tiny bit for their society by a simple act of buying their favourite brand.

“A National Geographic Society conducted survey ‘Greendex 2010: Consumer Choice and the Environment’— a worldwide quantitative consumer study of 17,000 consumers from 17 countries shows India ranked as number one in showing preference for more sustainable products, which includes textiles and apparel, knowledge of environmental issues, attitudes toward the environment and sustainability and many more parameters.

Must ReadView All

Textiles | On 22nd Feb 2017

India to produce 341 lakh bales cotton in 2016-17: CAI

The Cotton Association of India (CAI) has maintained in its January...

Textiles | On 22nd Feb 2017

'India to be self-sufficient in silk production by 2020'

Indian could be self-sufficient in silk production by the year 2020...

Courtesy: London Fashion Week

Fashion | On 22nd Feb 2017

India bags best country award at London Fashion Week

The International Fashion Showcase (IFS) Country Award was given to...

Interviews View All

Dharmendra Shah
Ozone PB Spintex Limited

‘We have made huge investments to ensure quality yarn production.’

Sonia Agarwal
Whitenife

‘The terms eco-friendly and organic are common but everyone perceives them ...

Dinaz Madhukar
DLF Emporio and DLF Promenade

‘Each event and promotion is planned out keeping in mind the business of...

Kevin Nelson
TissueGen

Kevin Nelson, Chief Scientific Officer, TissueGen discusses the growing...

Kai Poehler
Voith Paper GmbH & Co. KG

The glass mat industry is growing by five to eight per cent annually. Kai...

Suresh Patel
Sidwin Fabric

Sidwin Fabric is a manufacturer and exporter of polypropylene textiles and ...

Wendell Rodricks
Wendell Rodricks

"We should not compare India and the West. There are things we do that...

Robert Brunner
Devereux

Golfwear and menswear brand Devereux is set for greener pastures. Robert...

Judy Frater
Somaiya Kala Vidya

Among the many honours showered on Frater, including Fulbright and Ford...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


editorial@fibre2fashion.com

Letter To Editor






(Max. 8000 char.)

Search Companies





SEARCH
February 2017

February 2017

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.

SUBSCRIBE


Browse Our Archives

GO


eNEWS
Insights
Subscribe today and get the latest News update in your mail box.
Advanced Search