Green clothing and eco-fashion:a growing sustainable market for SME's.

Objective – This study attempts to gain knowledge about consumer attitude towards organic clothing and organic clothing stores (retailers) and to see whether there is any
potential this might have for young entrepreneurs. Here we have tried to evaluate the current state of consumer awareness and knowledge in Malaysia. Design/methodology/approach -The survey was conducted using mall-intercept personal survey whereby potential
respondents were approached and were requested to fill up the likert-based questionnaire. The questionnaire was designed especially to elicit consumers’ buying pattern and their views on organic clothes. Consumers were asked open frame questions on their agreements and disagreements. Reliability tests were conducted to check the internal consistency of measurement items and the Cronbach’s alpha was calculated to show that there was high correlation between the items. Pearson correlation tests were also used to examine the individual relationships between the independent variables and the dependent variable
(intention to buy organic clothes), and subsequently Multiple Linear regression (MLR) tests using stepwise regression method were conducted to find which determinants could explain the intention to purchase organic clothes. This is just a basic research done regarding
consumer’s attitude and awareness towards organic clothing and how it enhances the growing market for Small and Medium Enterprises. The local eco-entrepreneurs also find
taking up a social responsibility to create awareness and encourage consumers to buy ecofriendly products. Findings – The data obtained from the survey were analyzed using
Demographic Analysis of respondents, Chi-Square, ANOVA and Correlation Analysis to examine possible results that brings to the understanding of consumer knowledge, belief,
perceptions and willingness to purchase and wear organic clothes. Research Limitations – the sample was restricted to a single geographic area in Malaysia and further the number of respondents may not portray the population responses with regard to organic clothes consumption. Practical implications – As Malaysians become more concerned about environment, the green consumer category will continue to grow. It is important for businesses to recognize this phenomenon and capitalize on the emerging market for environment friendly goods and services. Green Entrepreneur promotes the welfare of local people, hence he can be re-designated as Social Entrepreneur