Abstract

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.