The role of eco-innovative manufacturing and marketing within the South African clothing and textile industry

Abstract

This research report aims to enhance understanding of the significance of ecoinnovative manufacturing within the South African clothing and textile (C&T) sector and the respective marketing implications. Utilising the diffusion of innovation theory, the report will examine the factors that facilitate adopting eco-innovation and analyse how companies based in South Africa are capitalising on the advantages of eco-innovative manufacturing. Additionally, the research report will explore the potential role of government in creating a more conducive environment for promoting the adoption of cleaner manufacturing practices within the industry. The research employed a qualitative methodology to interview industry experts, clothing manufacturers, and retailers in the C&T domain. A key finding was the emphasis on waste management strategies, such as utilising offcuts to create additional products, which emerged as a motivating factor for manufacturers pursuing eco-innovation. Furthermore, some participants highlighted the significant financial advantages of resource optimisation, particularly regarding water and electricity savings, when implementing cleaner production processes. This financial motivation can inspire more companies to adopt eco-innovative practices. Some recommendations speak to improving coordination efforts for manufacturers to combine their industry challenges and solutions with eco-innovation, thereby improving regulations and describing the benefit of receiving government incentives.