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Consumer Trends Towards Environment And Sustanability

4800 words - 20 pages

|Professional Post Graduate Diploma in Marketing |
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|Chartered Institute of Marketing |
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|Candidate No: 13184461 |
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Macro Factor: Consumer Growing Trends towards Environment and Sustainability

Meso Factor: Consumer Behavior

Industry: Clothing & Textile Industry

EXECUTIVE SUMMARY

The Clothing and Textile Industry has been experiencing a lot of changes, including increasing consumers’ interest in sustainability issues. Consumers are increasingly aware of the issues of sustainable products. Manufacturers and companies in the industry are opting for ‘Eco Fashion’ products to meet consumers’ sustainability needs. The International Standards Organization (ISO) defined ‘Eco Fashion’ as “Identifying the general environment performance of a product within a product group based on its whole life cycle in order to contribute to improvement in key environmental measures to support sustainable consumption patterns.”

‘Eco Fashion’ is an emerging theme in the African Clothing and Textile Industry. The trend brings a lot of changes in the industry as consumers are becoming more sustainable and they are looking for green and sustainable products.

The paper discusses the emergence of ‘Eco Fashion’ and the changes it is bringing about on the African Clothing and Textile Industry. The implication of ‘Eco Fashion’ on consumers behavior is discussed later, as the paper explores how ‘Eco Fashion’ is changing consumer behavior.

The paper explores business strategies firms in the industry can adopt to respond to ‘Eco Fashion’. The Triple Bottomline is highlighted as a good business strategy for responding to ‘Eco Fashion’. Then new skills...

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