Open Access Kent State (OAKS)

The objective of proposing Organic Cotton in the Athleisure market is to integrate organic cotton as a staple fiber in the newly formed Athleirsure market. The first step of beginning the process of integration would be to raise public awareness, which will develop a positive perception of the fiber. By developing a positive perception this increases the need for organic cotton in the Athleisure market, resulting in the cotton industry capitalizing on market share in this critical and fast growing market. Ways to develop competitveness in this market segment will be through research. Researching what other fabrics and fibers complement organic cotton will develop many different avenues organic cotton can be used in. Thus creating a positive perception of organic cotton in athleisure market.The outcomes we expect to receive are changing the way consumers view organic cotton and an increased use of organic cotton in the Athleisure market.

A May 2017 study conducted by Mintel’s British Lifestyles concluded that 67% of UK adults are “concerned about the future of the environment” (Dover, 2017). Top environmental concerns consist of water contamination and “proliferation of public waste” by in large (Staff, 2011). One of the most widely used chemicals in cotton production is aldicarb. Aldicarb is a highly toxic insecticide that is applied directly to the soil (Cornell University, 1993). The production of organic cotton would greatly reduce the risk of contaminating ground water and would provide a healthier work environment.

Unfortunately, challenges are present when it comes to organic cotton production. Organic cotton is more expensive to produce than traditionally grown cotton. This is due to its increased vulnerability to destructive natural elements and increased risk of loss of crop. The ultimate market challenge currently is producing organic cotton at a competitive price on the same level as recycled polyester and plastic. Water bottles and other plastic objects are presently abundant materials occupying space alongside other waste. Recycling polyester and plastic is comparatively a cheaper process because it is obtained second-hand at close to nothing, conserves natural resources and energy, and lowers emissions (Staff, 2014).

Therefore, the primary purpose of research is to provide an in-depth analysis on consumers’ concerns with sustainability and organic production in the cotton industry. To address this purpose, the paper will also examine the scholarly literature on this topic and research conducted by environmental organizations around the world.