Digital Marketing Strategies and Consumer Awareness Towards Sustainable Fashion: A Study on Glaudia Sustainable Clothings

In present time digital platforms are the easy way out for companies to talk to their
customers. We see companies using social media, online ads, and influencer campaigns to
extend their reach and better their brand image. Also, with growth in digital we have seen an
increase in people's interest in environmental protection and sustainable living. With
pollution levels going up and reports of harmful industrial practices we are seeing a trend of
consumers that are choosing eco-friendly products over non-eco-friendly ones. Glaudia
Sustainable Clothing’s based in Tiruppur, Tamil Nadu produces sustainable textile products
which they dye naturally and process with Ayurvedic methods. The company is also into
marketing biodegradable clothing under their brand VONIT. The goal of this study is to
determine if digital marketing plays a role in terms of customer awareness and purchase
behaviour of sustainable fashion products. We conducted research which included 141
respondents via a questionnaire. We used SPSS software for analysis which included
ANOVA, Correlation Analysis, and Factor Analysis. Social research found out that which
platforms like Instagram and YouTube are very much so in the game of getting the word out
about sustainable fashion to consumers. Also, we saw that info from influencers, educational
posts and storytelling content do in fact get customers interested and to ultimately buy in. The
study which came to a close look at how digital marketing plays a role for sustainable brands
in increasing customer trust, awareness and in the end big picture business growth.