Awareness of Sustainable Fashion, A study based on Indian Fashion Wear

Abstract

Sustainability has become one of the most frequently utilized terms in contemporary business practices to enhance brand promotion. Numerous studies are being conducted on sustainability across various sectors. It is particularly intriguing to assess the level of awareness that the average consumer possesses regarding sustainability, as well as their thought processes related to this concept. This term is often featured prominently in fashion industry labels. This study aims to analyze the awareness levels of Indian consumers towards sustainable fashion, particularly in the context of fashion wear. With India's rapidly growing consumer base, understanding the awareness and attitudes of customers toward sustainable fashion is vital.