Browsing by Author "Paloviita, Miliza"

This research studies the consumers’ thoughts on buying clothes and naturally dyed clothes. Former studies show that especially price and appearance are significant factors for consumers when purchasing clothing. As the knowledge of sustainability grows stronger, the ethical and ecological bases of textile industry have gained more importance for consumers. The studies show that the consumers’ thoughts on natural dyes are mainly positive. Consumers are interested in naturally dyed clothes but the expensive price and possibly worse color durability makes them feel doubtful. There aren’t many former studies about consumers concern for natural dyes. This study examines the consumers’ knowledge of this subject and gives information about what is expected of naturally dyed clothes. Research material was collected using semi-structured theme interviews and stimulus material. 12 consumers were part of the study and they were individually interviewed. The interviewees were 22-57 years old and represent different genders. The research is qualitative and the material has been analyzed using data-based content analysis. The consumers felt important that the clothes are comfortable of good quality and good looking. Ethical and ecological side of the fabric industry were meaningful to the consumers but because of financial reasons some couldn´t afford clothes produced with their values in mind. Clothes dyed with natural dyes woke twofold thoughts with the consumers. They were seen as safer for the environment and the users but their colors were suspected to endure less time and their color selection fewer. The consumers were ready to pay more for naturally dyed clothes if the production process and used materials were robust. They also felt that the clothes should be quite easy care and the colors durable in use. In conclusion, the consumers are interested in acquiring clothes dyed with natural dyes.