Sustainability and Social Responsibility

Development of Conceptual Framework to Measure Perceived Values of Natural Dyed Textile Consumption

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Abstract

Coloration of textiles is one of the most polluting sectors globally, prompting increased interest in eco-friendly dyeing techniques such as natural dyes. Natural dyes, derived from plants, animals, and minerals, are biodegradable, non-toxic, and offer functional benefits including antibacterial and UV protective properties. Despite growing market potential, limited research has examined consumer behavior toward naturally dyed textile products. This study proposes a conceptual model to investigate how three percieved values environmental value, economic value, and uniqueness influence consumers' attitudes and purchase intentions of naturally dyed textiles. Grounded in the theory of reasoned action, the model suggests environmental and uniqueness values positively affect attitudes and intentions, while economic value negatively affect due to higher product costs. The findings will provide insights for textile and apparel companies to strengthen sustainability-driven marketing strategies and support the adoption of natural dyed textiles in the expanding sustainable apparel industry.

Keywords: Natural Dyed Textile Products, Perceived Values

How to Cite:

Gopalakrishnan, S., ., H. & Degirmencioglu, N., (2025) “Development of Conceptual Framework to Measure Perceived Values of Natural Dyed Textile Consumption”, International Textile and Apparel Association Annual Conference Proceedings 82(1). doi: https://doi.org/10.31274/itaa.21585