A Study on the Awareness and Perception towards Sustainable Fashion

Background: With a significant detrimental impact on the environment and society, the fashion industry has emerged as one of the most polluting and resource-intensive sectors of the global economy. This research paper explores the necessity for sustainable fashion, how it will assist to address the aforementioned issues, and how we, as a community, can positively impact the fashion industry and change it. The paper will cover a variety of subjects and provide a comprehensive overview of the environmental impacts of the fashion industry, including its impact on waste generation, greenhouse gas emissions, and water contamination. Fast fashion's societal impacts are discussed, including subpar working conditions, employee exploitation, and violations of human rights. Further investigation is done into the meaning and practises of sustainable fashion, as well as its potential benefits, such as its capacity to enhance the social and economic conditions in the industry and minimise its unfavourable environmental consequences. In order to create a sustainable fashion future, the paper promotes cooperation among businesses, consumers, governments, and civil society. It highlights the pressing necessity for the fashion sector to make the switch to more environmentally friendly practises. Purpose: The purpose of this research paper is to study consumer attitudes and behaviour towards purchasing sustainable fashion in India and further examines the current scenario of fast fashion and how deeply rooted it is in the mind of consumers.