Sustainable Fashion in Indian Context: An Analysis

Abstract

This research paper examines the changing perceptions of sustainable fashion among Indian consumers, driven by a heightened awareness of fashion's environmental and social impacts. Sustainable fashion, characterized by eco-conscious practices, is gaining significance. The paper explores key factors influencing consumer views on sustainable fashion: environmental consciousness, social responsibility, media influence, information accessibility, and a desire for unique products. It also discusses the implications for the fashion industry and highlights the potential for transformation in the Indian fashion industry, emphasizing the role of informed consumers, influencers, and responsible brands, while acknowledging the need for collaborative efforts to address challenges and promote sustainability.