Natural versus synthetic dyes: Consumers’ understanding of apparel coloration and their willingness to adopt sustainable alternatives

Sustainable alternatives such as natural dyes are much-needed, but also highly dependent on consumer acceptance and cognizance of the benefits of natural dyes versus those derived from synthetic origin. This study explores and describes consumers’ understanding of environmental repercussions surrounding apparel coloration and their willingness to choose more sustainable alternatives. In adopting a qualitative paradigm, seven focus group discussions generated in-depth insight surrounding consumers’ perspectives on the topic. A purposive non-probability sampling technique was used to recruit females aged between 20 and 55 years because they are generally more involved in apparel consumption decisions. The findings revealed that despite participants’ convictions surrounding the fashion industry's environmental impact, their understanding of apparel coloration and the implications of synthetic dyes were limited. Participants also identified factors that may inhibit their choice of naturally dyed apparel. Information provision and the role of various stakeholders appear key in the pursuit of more sustainable choices.