Dr. Subramanian Senthilkannan Muthu is currently the Chief Sustainability Officer at Green Story Inc, Canada, based out of Hong Kong. He earned his PhD from The Hong Kong Polytechnic University, and is a renowned expert in the areas of Environmental Sustainability in Textiles & Clothing Supply Chain, Product Life Cycle Assessment (LCA) and Product Carbon Footprint Assessment (PCF) in various industrial sectors. He has five years of industrial experience in textile manufacturing, research and development and textile testing and over a decade's of experience in life cycle assessment (LCA), carbon and ecological footprints assessment of various consumer products. He has published more than 100 research publications, written numerous book chapters and authored/edited over 150 books in the areas of Carbon Footprint, Recycling, Environmental Assessment, Life Cycle Assessment and Environmental Sustainability.

• Chapter 1. Measuring textile (un)sustainability to raise purchasing choices awareness: theoretical background.- Chapter 2. Consumers’ sustainable clothing consumption practices: adopting the principles of voluntary simplicity.- Chapter 3. Towards increasing public awareness of cellulose-based textiles with improved sustainability.- Chapter 4. A long-time approach to promote sustainability awareness.- Chapter 5. The influence of social media usage on consumers’ sustainable clothing consumption practices.- Chapter 6. Measuring textile (un)sustainability to raise purchasing choices awareness: the case of cotton fabrics.- Chapter 7. Sensory evaluation of hemp textiles by consumers as a prospective market research method for new textile products.