A STUDY TO UNDERSTAND CUSTOMER PERCEPTION TOWARDS SUSTAINABLE TEXTILE IN THE CITY OF COIMBATORE

This study examines consumer perceptions, attitudes, and behaviors toward sustainable textiles and eco-friendly fashion in Coimbatore, Tamil Nadu. A survey of 135 respondents using non-probability convenient sampling assessed awareness, purchasing interest, willingness to pay more, clothing habit changes, perceived quality, accessibility, and price perceptions. Findings indicate moderate awareness and interest, with education significantly influencing adoption and recommendations of eco-friendly fashion. Cross-tabulation and chi-square analyses showed links between education, occupation, and sustainability preferences, while ANOVA revealed differences in willingness to replace clothing and price perceptions based on education and occupation. The study highlights the need for targeted awareness campaigns, improved accessibility, strategic pricing, social influence, incentives, collaborations, and transparency to promote sustainable fashion adoption, recommending demographic-based marketing and continuous trend adaptation.