Investigating the Reasons for Customer Choices on Sustainable Clothing

This research paper accentuates the fact that human beings as a species, are naturally inclined to give back to society. According to Becker (1993), Individuals are not solely motivated by materialism or economic gains. Apart from investing in assets and education, individuals also invest in social capital for non- financial gains. In this context this study aims to identify different factors that influence customer choice of green clothing consumption. This study is an effort to validate the influence of functional, epistemic, and social circumstances. According to Becker, Individuals are often influenced by personal and social experiences (Becker 1996; Becker & Murphy, 2000). These principles are the foundation for examining the motivations of customers on sustainable clothing decisions. Research so far is mostly focused on the production mechanism, with little research on consumer's preferences. Relevant literature data indicates much of clothing consumption depends on public perceptions of sustainable clothing. There is little work on sampling and on actual consumers behavior habits on sustainable clothing. Therefore, this study focuses on exploring the values and motivations supporting a sustainable clothing consumption. The outcome of this study can positively impact production house strategy and marketing strategy in sustainable clothing space