A Study on Consumer Awareness Towards Green Fashion in India

The fashion industry, which is one of the largest polluters of the world, increases the environmental concerns by leaving harmful impressions. Green fashion is a new approach to “fashion with a conscience” and it refers to a growing number of ethical fashion companies that attempt to attract young mainstream fashion consumers by offering fashionable products. While some researchers clearly identify the efforts of responsible consumers towards green fashion, some argue that fashion-orientated consumers who are sensitive towards environment do not actively participate towards supporting green fashion. This study aims to analyze the current awareness of green fashion among these young Indian consumers. An exploratory study with a limited sample of audience between age of 18 and 30 years is conducted where consumers’ awareness of green fashion is examined through online survey followed by an analysis of translation of this perception into purchase decision making. The study may motivate fashion brands to voluntarily adopt green activities and provide strategic guidelines for marketers and retailers about their sustainable retail practices