Consumer Behavior Towards Sustainable Fashion in India

Abstract

The fashion business, one of the world's top polluters, exacerbates environmental issues by creating a negative impression. Green fashion is a new approach to "sensible fashion," indicating an increase in the number of ethical fashion firms attempting to attract young mainstream fashion customers by delivering stylish items. increase. Some researchers have clearly highlighted responsible consumer commitments to green fashion; however, others say that environmentally conscientious fashion-conscious customers are not actively participating in green fashion support. There is also one. The purpose of this study is to examine the present level of knowledge of green fashion among these young Indian customers. An exploratory survey was undertaken utilizing a small sample of target groups between the ages of 18 and 31 to examine consumer views of green fashion using online questionnaires, followed by variables that impact customers' purchase decisions. Is examined. This research may inspire fashion businesses to embrace environmentally friendly methods on their own, as well as give marketers and retailers with strategic instructions on sustainable retail practices.