Why apparel companies go green? Online publication date: Mon, 20-Sep-2021
by Jasmine S. Dixit; Shirin Alavi; Vandana Ahuja
International Journal of Green Economics (IJGE), Vol. 15, No. 1, 2021
Abstract: The environmental pollution has compelled apparel brands in India as well as international markets to adopt green based strategies. Such strategies help organisations build a loyal consumer base. It is imperative to explore the motivations and challenges faced by firms producing green apparel, more so given the limited research available on this topic in the academic literature. This qualitative research study aims to explore not only the motivations and challenges faced by these firms to make green offerings but also the perceived effectiveness of the green brands produced by apparel companies. For this purpose, semi-structured interviews were conducted with the managers of firms producing green apparels. The findings indicate that consumer awareness and brand aspirations are the main motivators for firms to go green. The effectiveness of going green for brands can be summarised under the heads of brand image enhancement, competitive advantage, cluster creations and rural support.
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Green Economics (IJGE):
Login with your Inderscience username and password:
Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.
If you still need assistance, please email subs@inderscience.com
Our Blog 
Follow us on Twitter 
Visit us on Facebook