Women's Attitudes Towards Choosing Clothes Made from Sustainable Fabrics

Abstract

This study addresses a clear question: Why do women in Baghdad embrace sustainable fabrics, and why do they shy away from them? The background is well-known. Sustainable fashion is a global response to the environmental and social burdens left by the fashion industry. The study has two objectives: first, to measure women's understanding of these fabrics; and second, to uncover the factors driving their purchasing decisions. These factors include environmental awareness, economic status, and design quality, in addition to marketing and media influences. The descriptive-analytical method was adopted. Data was collected through questionnaires and interviews, and then statistically analyzed. The hypotheses posit a link between environmental awareness and the inclination towards these garments, supported by the influence of economic, aesthetic, and media factors. The study's significance stems from its focus on the Iraqi market, which is still finding its way, beset by a lack of awareness and economic and cultural obstacles. The conclusion is simple: environmental education, when combined with effective marketing, expands the demand for sustainable fabrics and strengthens sustainability in Baghdad's fashion. The research employed a descriptive-analytical methodology. The data was collected through questionnaires and interviews, then subjected to statistical analysis. It is assumed that a statistically significant correlation exists between women's environmental awareness and their preference for sustainable clothing. This correlation is supported by economic, aesthetic, and media factors. The work is valuable because it addresses a nascent market in Iraq, a market still grappling with limited awareness and economic and cultural challenges. It concludes with a clear finding: promoting environmental education and developing effective marketing strategies will increase demand for these fabrics and support sustainability in Baghdad's fashion scene.