Study of factors facilitating promotion of green apparel in tier II cities of north India

Abstract

The research explored factors that can facilitate production, promotion, supply and consumption of Green Apparel. 600 respondents, residents of Tier-II cities of North India, were approached by Mall Intercept Method for the survey-based study. Demographic profile, Attitude of respondents towards buying Green Apparel and Store Attributes that could affect their decision to buy Green Apparel were studied. Further, Store Managers of 5 National and 5 International Branded Apparel stores were also interviewed. The data was subjected to statistical analysis using, Cronbach alpha, ANOVA, Correlation and Regression. The study concluded that a Green Supply Chain with increased in-store visibility of Green Apparel is necessary to encourage consumption of Green Fashion. A Label for Green Scale was developed for this purpose newline