CONSUMER PERCEPTIONS AND PURCHASING TRENDS OF ECO-FRIENDLY TEXTILE PRODUCTS IN THE U.S. MARKET

Abstract

The textile industry is undergoing a remarkable transformation due to the global push towards sustainability. This research explores consumer perceptions and purchasing trends regarding eco-friendly textile products in the U.S. market. A structured survey was conducted among 1,000 adult U.S. consumers to identify key factors influencing purchasing decisions and provide insights into the textile industry. The findings reveal broadly positive consumer perceptions of eco-friendly textiles, driven by environmental awareness, social responsibility, and health considerations. However, challenges remain regarding affordability and availability, limiting widespread adoption. Different consumer segments—Green Enthusiasts, Pragmatic Purchasers, and Skeptical Shoppers—require tailored strategies to address their unique preferences and barriers. Recommendations include investing in sustainable supply chains to reduce production costs, collaborating with certification bodies to build consumer trust, and leveraging digital platforms for consumer education. Future research directions include exploring shifts in sustainability perceptions due to COVID-19, comparative studies across generations, and global market analysis to uncover cultural influences on sustainable fashion.