📄 Abstract
This research is aimed at knowing the perception of consumers about sustainable fashion and its impact on consumer purchasing behavior. Fashion in the modern world is becoming very rapid and at the same time, it is giving rise to numerous environmental and social issues. Owing to this, sustainable fashion is gaining significance. This study will be used to investigate the awareness, attitudes and purchase intention of consumers of sustainable fashion products. This paper is founded on the primary data which was gathered through administration of a structured questionnaire on 316 respondents. The research mainly focuses on students and young consumers. Simple statistical analysis tools such as percentage analysis and correlation were used to analyze the data. The results indicate that the majority of consumers are knowledgeable about sustainable fashion and have a favorable attitude towards it. Nevertheless, awareness and actual buying behavior have a gap. The research also established that other factors such as price, brand trust and awareness are also significant in consumer decisions. Sustainable fashion also appears to be quite expensive to a large percentage of consumers but, a few individuals are willing to pay more to receive an environmentally friendly product. The research concludes that sustainable fashion is likely to be successful in future, but the companies should focus on price, knowledge and trust to increase actual buying.
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📚 How to Cite:
Shrinidhi, Dr. Srikanth P , A STUDY ON THE CONSUMER PERCEPTION TOWARDS SUSTAINABLE FASHION , Volume 13 , Issue 7, July 2026, EPRA International Journal of Economics, Business and Management Studies (EBMS) , Pages: 63 - 75 , DOI: https://doi.org/10.36713/epra30841