Perceptions of sustainable textiles: A Q methodological approach

The Texas Alliance for Water Conservation (TAWC) was established in 2005 to support West Texas growers by demonstrating the economic value of implementing water-conscious irrigation strategies. However, the role of this organization has evolved over time, and most recently their efforts have involved forging industry partnerships and acting as an intermediary with third party certifiers to introduce clothing retailers to Texas High Plains producers. This novel interaction has illustrated a need to identify and describe the perceptions regarding sustainable textiles to more effectively craft message frames to target audiences. This study sought to examine perspectives of sustainability among key stakeholder groups in the West Texas cotton industry. The exploration of sustainable textile perspectives was conducted with the application of Q methodology and focused upon two target audiences: Texas High Plains cotton producers and Generation Y and Z Consumers. The data analysis process revealed Generation Y and Z consumers sorted into 7 personas, and Texas High Plains Producers sorted into 6 personas. Each persona embodied distinct values and worldviews shaping an individual’s thoughts and beliefs of sustainable textiles. As the industry of agriculture grapples with the challenge of connecting to consumers through shared values, future research examining the trends and patterns of opinion formation has the potential to serve as a valuable endeavor informing communication practices.