Shifting consumers’ mindset towards the growth of sustainable fashion practices in India

Abstract

The concept of sustainability is becoming increasingly important to Indian customers. Millennials are recognized to be the most active, intelligent and sensitive buyers and consumers. This article focuses on millennials, because India has the world’s largest millennial population. Millennials are known for their high spending power and desire for eco-friendly workplaces and products. Indian millennials are more concerned about their buying behaviours’ environmental effects than their social and economic effects. The transformation of consumer behaviour towards more environmentally responsible consumption is a challenge for many countries, including India. It is not enough to have socially responsible firms that make environmentally friendly goods or to create standards for regulatory compliance; one must also meet customers’ growing need for ecologically responsible fashion. As time passed, consumers have become more enlightened about the products they purchase and how they are made. Consumers now want to make socially responsible purchases that boost their wardrobes. Large global fashion companies are increasingly prioritizing an ethical and transparent fashion industry that honours clients and the local ecosystem. Slow designer brands develop sustainable and ethical clothing by providing safe work environments to labourers, partnering with handloom industries and talented artisans to create handmade goods, employing green products or recyclable materials and upcycling post-production and post-consumer waste. The growing movement towards fashion that is both environmentally and socially responsible can be seen clearly in India. New and established fashion companies are transforming daily to meet the growing demand for environmentally friendly clothes by embracing new innovative approaches, new designer brands and new supply chain systems. This research’s main goal is to understand the shifts that sustainable fashion recommends, which are also necessary for ethical production and consumption. The goal is to uncover clients’ psychological buying habits and persuade them to shift their decision to buy sustainable clothes.