Abstract
This chapter explores the indigenous perspective on sustainability through
the Baduy tribe of Indonesia, known for its commitment to preserving
ecosystems through traditional practices. By examining the Baduy’s in-
tegration of consciousness regarding territory, land, and ecosystems, the
chapter highlights how their indigenous knowledge can inform contempo-
rary sustainable practices in the textile and fashion industries. The tribe’s
dedication to ecological balance is reflected in their traditional clothing
system, which prioritises minimal environmental impact and resource con-
servation. Key practices include the use of natural materials, seasonal pro-
duction cycles, products’ versatility and environmental responsiveness, and
culturally embedded methods that ensure sustainability throughout their
clothing production-to-consumption system. This case study illustrates
how the Baduy’s understanding of the interdependence between humans
and nature presents an alternative to modern sustainability challenges.
The chapter proposes that these principles be incorporated into textile
and fashion marketing to promote genuine sustainability. By connecting
indigenous knowledge to sustainability, the chapter aligns with the book’s
aim to explore how these elements will shape future directions in sustain-
able branding and marketing. Ultimately, integrating the Baduy’s environ-
mental consciousness emphasises the potential for traditional practices to inspire innovative solutions and reshape industry standards, guiding
brands towards more authentic marketing strategies.
the Baduy tribe of Indonesia, known for its commitment to preserving
ecosystems through traditional practices. By examining the Baduy’s in-
tegration of consciousness regarding territory, land, and ecosystems, the
chapter highlights how their indigenous knowledge can inform contempo-
rary sustainable practices in the textile and fashion industries. The tribe’s
dedication to ecological balance is reflected in their traditional clothing
system, which prioritises minimal environmental impact and resource con-
servation. Key practices include the use of natural materials, seasonal pro-
duction cycles, products’ versatility and environmental responsiveness, and
culturally embedded methods that ensure sustainability throughout their
clothing production-to-consumption system. This case study illustrates
how the Baduy’s understanding of the interdependence between humans
and nature presents an alternative to modern sustainability challenges.
The chapter proposes that these principles be incorporated into textile
and fashion marketing to promote genuine sustainability. By connecting
indigenous knowledge to sustainability, the chapter aligns with the book’s
aim to explore how these elements will shape future directions in sustain-
able branding and marketing. Ultimately, integrating the Baduy’s environ-
mental consciousness emphasises the potential for traditional practices to inspire innovative solutions and reshape industry standards, guiding
brands towards more authentic marketing strategies.
| Original language | English |
|---|---|
| Title of host publication | Future Priorities for Design, Branding, Marketing and Retail: |
| Subtitle of host publication | The Era of Technology and Sustainability |
| Publisher | Emerald Publishing Limited |
| Publication status | Accepted/In press - 15 May 2025 |