Exploring the Role of Marketing and Promotional Strategies in Promoting Sustainable Fabrics with Reference to Apparels

Abstract

The fashion industry’s growing environmental impact has intensified the need for sustainable fabrics and responsible consumption. Despite the rising availability of eco-friendly materials such as organic cotton, hemp, and recycled textiles, their adoption in mainstream apparel markets remains limited due to low awareness, higher costs, and weak promotional visibility. This study examines how consumer perceptions and diverse marketing strategies influence the purchase intention of sustainable apparel. Using a quantitative approach, data were collected from 190 respondents through a structured questionnaire assessing perceptions and five key promotional strategies: influencer marketing, eco-labeling, social media campaigns, cause-related marketing, and price-based promotions. Correlation and regression analysis revealed a strong positive relationship between consumer perception and sustainable fabric choice. One-way ANOVA and Tukey HSD results showed significant differences among promotional strategies, with price and promotional offers emerging as the most effective, followed by cause-related marketing and social media campaigns. Influencer marketing and eco-labeling demonstrated comparatively lower impact. The study concludes that consumer education, value-driven promotions, and emotionally resonant campaigns are critical for enhancing sustainable apparel adoption.