Abstract 

The primary aim of the research is to understand the importance and benefit of social media strategy in recycling and reducing the garment wastage and promoting the sustainability image. The research objectives of the research are to understand the effect of garment wastage, to find out the various social media strategy and effectiveness of such strategy in reducing garment disposal and to suggest the recommendation to promote sustainability image and reduce garment waste. Global fibre output has risen within last 20 years, hitting and reached its highest limit with 111 million metric tonnes in 2019, as per the report of 2020 “Preferred Fibre and Materials Market”, and expected to reach to 146 million metric tonnes by 2030.

The necessity of promoting sustainability has been developed to meet the demands of the buyers in the recent times as the buyers are conscious about their purchase. Case study-based research design was selected for this research study and two case studies will be selected for the development of a social media strategy for the proper disposal of the garments from industries in India. The organization are also developing strategies to promote their sustainability image to acquire larger and potential customer base. A comprehensive research study has been defined; this would support for the proper conduct of the research. So, it can be said that secondary data will be used for the present research study. Narrative analysis of data will be done for this research study. The research is projected to take 10 weeks to complete. The expected outcomes will be found to be beneficial for the garment industries of India, who will understand the efficiency and significance of garment waste recycling instead of dumping them in open lands which can create environment damages.

Background

Several research were conducted by the researches regarding the accumulation of garment wastage around the world and various fast fashion industry opting for sustainability image. One such study has been conducted on the author Ma (2019), described that Fast fashion and other clothing manufacturers introduce new garments frequently to pique consumers` interest in purchasing, resulting in a considerable volume of textile waste. Consumers see the necessity of environmental sustainability as a result of the conflict between apparel and the ecosystem, and the consumer paradigm is gradually changing. In another study conducted by the authors Leal Filho et al. (2019) highlighted that in perspective of trade, job, capital, and profitability, the textile/apparel industry is extremely important to economies all over the world. However, this industry suffers from significant losses as a result of mass clothing manufacturing and a throwaway culture. This situation indicates that textile recycling is required. Excluding the ecological and environmental advantages that can be achieved by clothing re-use and recycling, there are numerous socio-economic advantages.

The social media strategy can improve the sustainability of garment industries by sharing a strategy to reduce the garment waste and promoting the recycling process of waste products. Social media has also been observed to promote the sustainability of garment industries by being a great source of communication between the organization and the target audience. Since the target audience is the stakeholder of the garment industry, the strategy can be stated to become beneficial in a long term. On the other hand, the Indian society will be positively affected, the same will improve their thinking patterns towards garment waste disposal. Thus, it can be said that the significance of the present research lies in the rational section of the paper.