Impact of Transparency on Ethical Consumer Loyalty in the Textile and Garment Industry

Background: The global textile industry significantly contributes to environmental degradation and resource depletionthrough its linear "take-make-dispose" model, generating millions of tonnes of waste annually. The concept of a circulareconomy offers a transformative solution by promoting reuse, repurposing, and recycling of materials. This paperinvestigates the role of transparency in textile management as a driver of brand loyalty among conscious consumers.Methods: Primary data was collected through an online survey administered via Google Forms. The questionnaire wasdesigned to capture consumer perceptions, attitudes, and behaviours regarding transparency in textile management and itsinfluence on brand loyalty. The survey link was disseminated through various online channels to reach a diverse sample,ensuring anonymous and confidential responses.Results: The survey revealed that while traditional factors like price, quality, style, and comfort remain primary purchasingdrivers, transparency is a crucial underlying factor for brand loyalty. A high percentage of consumers are aware of thetextile industry's environmental and social impacts. A substantial majority (83.9%) consider transparency "extremely" or"very" important, and 93.5% reported that transparency "strongly" or "moderately" influences their purchasing decisions.Furthermore, 77.5% expressed willingness to pay a premium for products from transparent brands, and 83.9% are "very" or"extremely" likely to repurchase from and recommend such brands. Notably, 87.1% have switched brands due to concernsabout a lack of transparency or sustainability.Conclusion: Despite a "say-do" gap where direct purchasing factors sometimes overshadow stated values, the findingsstrongly indicate that transparency in textile management significantly increases consumer trust, positively influencespurchasing decisions, and fosters a stronger emotional connection, ultimately driving brand loyalty and advocacy. Forbrands seeking sustained loyalty, actively communicating transparent and sustainable practices is a fundamental andprofitable strategy