Organic Cotton: Consumer Perception and Knowledge
Author(s)
Abstract
This research focuses on examining consumer awareness and perception regarding organic cotton and responsibly-sourced cotton initiatives.. After relevant exploratory literature research and content analysis of consumer opinions towards organic cotton, an online survey was administered. The collected data was analyzed, giving rise to several conclusions. Consumers ranked cost as the most important factor when purchasing clothing, while ranking material quality and sustainability as less important. Consumers responded that they have some knowledge of the fashion industry’s impact on the environment but don’t have as much knowledge of responsibly-sourced cotton initiatives. Consumers stated that if they knew a product was made sustainably, they would be more likely to buy it. Organic cotton products pose a higher price point but if consumers were aware of the benefits of organic cotton and responsibly-sourced cotton initiatives they would be more likely to purchase these products.. In general, our survey questions focused on investigating how much consumers know about the fashion industry and the products they are buying. We believe that the issues identified via the survey could be addressed by properly educating the consumers.
Format
Conference Proceeding
Contributor(s)
Faculty Mentor
Jonghan Hyun
Modified Abstract

This research focuses on examining consumer awareness and perception regarding organic cotton and responsibly sourced cotton initiatives. After relevant exploratory literature research, content analysis of consumer opinions towards organic cotton was conducted and an online survey was administered. Our survey questions related to consumer knowledge about the fashion industry and its cotton products. The collected data was analyzed, giving rise to multiple conclusions. Consumers lack knowledge and awareness about responsibly sourced cotton initiatives, correlating a negative notion of trust. In conclusion, consumers responded that they would be more likely to buy a product if they knew it was sustainably made, yet in contradiction ranked cost as the most important factor in purchasing clothing while knowing that organic cotton poses a higher price point.