Consumer Attitudes Towards Sustainable Fashion: Implications for the Fashion and Apparel Industry

Fashion design, which serves as an artistic expression in apparel and lifestyle accessories, has become a crucial part of contemporary living. In addition to enhancing the beauty of nature, this industry is vital to the development and growth of the world economy. However, the growing consciousness of environmental and moral concerns has propelled sustainability to the forefront of the fashion and apparel industry. The purpose of this study is to investigate the variables influencing the uptake of sustainable fashion. A questionnaire was used to collect data from 236 customers, and the Statistical Package for the Social Sciences and Analysis of Moment Structures software were used for analysis. The findings reveal that perceived value, fashion motivation, environmental awareness, and price awareness positively impact consumers' opinions regarding the use of sustainable fashion. The originality of this study lies in its thorough approach to the examination of factors shaping the industry's adoption of sustainable fashion techniques, providing valuable insights into sustainability efforts. Moreover, the study emphasizes how important customer perceptions of sustainable fashion are in influencing the industry. Brands embracing sustainability are more likely to garner favor among consumers, underscoring the apparel industry's influential role in promoting sustainable practices.