Sustainable Fashion: Consumer Perception and Adoption of Eco-Friendly Apparel

Abstract

The fashion industry has increasingly come under scrutiny for its environmental impact, leading to a growing emphasis on sustainable fashion. This study investigates consumer perception and adoption of eco-friendly apparel, focusing on the factors that influence purchasing decisions. Through a mixed-methods approach, combining quantitative surveys and qualitative interviews, the research explores consumer awareness, attitudes, and behaviors towards sustainable fashion. The findings reveal a significant gap between consumer intent and actual purchasing behavior, with price sensitivity, lack of awareness, and limited availability of sustainable options being key barriers. However, the study also identifies a growing segment of environmentally conscious consumers who prioritize sustainability in their fashion choices. The research highlights the role of education, marketing, and policy initiatives in promoting eco-friendly apparel and suggests strategies for brands to align with consumer expectations. By understanding the drivers and obstacles of sustainable fashion adoption, this paper provides insights for industry stakeholders aiming to foster a more sustainable future in fashion.