A STUDY ON CONSUMER SENTIMENT ON SUSTAINABILITY IN FASHION

Abstract

It is the responsibility of both consumers and businesses to consume natural resources efficiently, decrease pollution, and conserve the global environment and eco-system for future generations in order to achieve a sustainable and harmonious relationship between the economy and the environment. The textile and fashion industries have recently acknowledged the importance of sustainable development, as textiles are one of the world's most important industries and polluters. Fast fashion has exacerbated pollution; fashion has become more accessible as a result of globalization, which has made it possible to make clothing at lower costs. As a result, developing sustainable business strategies could aid the fashion sector in achieving sustainable development, increasing market share for "green garments" and increasing the rate of used clothing recycling. During the COVID-19 issue, consumer demand for fashion players to act ethically and address the social and environmental implications of their enterprises grew even stronger. Consumers have become even more interested in environmental issues as the fashion industry reorganizes for the new normal following the COVID-19 disaster. This gives the fashion sector a chance to reaffirm its commitment to sustainability. Furthermore, it may be the time to reduce the fashion system's seasonality. This paper focuses on consumer sentiments on sustainability in fashion and aims to explore the knowledge and perception of fashion consumer. Keywords: Textile, Consumer, Fashion, Industry, Sustainability, Environment, Development, Attitude.