Consumer Perception of Cotton Sustainability 
Author(s)
Abstract
This research focuses on consumers’ perception, knowledge, preferences, and the amount of importance they place on cotton sustainability. Specifically, we developed an online survey to investigate what consumers value when making purchase decisions, consumer knowledge regarding sustainable cotton, and how accessible sustainable cotton products are for today’s consumers. We found that many of our participants were in the 18-24-year-old age range and value how their clothing is produced. This age range had the greatest knowledge regarding cotton sustainability compared to all other age ranges. 75% of the survey participants relayed that sustainable cotton is only moderately available to them when shopping. Over 50% stated that pricing strongly affects their purchase decisions. In all, our results suggest that consumers are conscious and willing to incorporate sustainability into their shopping patterns. However, price reduction and increase in availability would encourage consumers to shop even more sustainable.
Format
Conference Proceeding
Contributor(s)
Faculty Mentor
Jonghan Hyun
Modified Abstract

This research focuses on consumer’s perception, knowledge, preferences, and level of importance towards cotton sustainability. We developed an online survey to investigate consumer’s characteristics in regards to their value of purchasing, knowledge of sustainability relating to cotton apparel, and their accessibility to finding environmentally friendly products in today’s market. We found that many of our participants from our survey ranged from 18-24 years of age, this group had the greatest knowledge of cotton sustainability. We have also concluded that consumers are conscious of sustainable products and willing to incorporate this into their shopping habits. However, the price and the unavailability of sustainable products, specifically cotton products effects this willingness.
Permalink https://oaks.kent.edu/ugresearch/2020/fashion-merchandising/consumer-perception-cotton-sustainability
Donnelly, M., Mummey, H., & Marchetti, K. (n.d.). Consumer Perception of Cotton Sustainability  (1–). https://oaks.kent.edu/node/10214
Donnelly, Megan, Hannah Mummey, and Kelci Marchetti. n.d. “Consumer Perception of Cotton Sustainability ”. https://oaks.kent.edu/node/10214.
Donnelly, Megan, et al. Consumer Perception of Cotton Sustainability . https://oaks.kent.edu/node/10214.