The influence of eco-labelling on ethical consumption of organic cotton

Book Chapter Abstract: Organisations are increasingly keen to communicate their efforts to address sustainability and encourage consumers to adopt sustainable behaviours and fashion retailers have begun to acknowledge growing consumer concerns about the negative impact of fibre, fabric and garment production on the environment and workers. This chapter considers how sustainability, in terms of the concept of organic cotton, is communicated to and interpreted by fashion consumers as they evaluate eco-labelling during the purchase decision making process. It begins with an overview of organic cotton farming methods, followed by an overview of the current presence and marketing of organic cotton in the UK fashion market. A critical analysis of the literature on ethical and conscious consumption is then provided, before moving onto the barriers and drivers of organic cotton consumption, and how eco-labels affect consumer perceptions of environmental issues. Finally, we explore how organic cotton information on garment labels is currently marketed by fashion brands and retailers.