Assessing Sustainable Fast Fashion Awareness Among Indian Consumers

Abstract

The fast fashion industry in India, valued at over $125 billion in 2023, is projected to double by 2030, yet sustainable apparel constitutes less than 5% of sales despite 68% of urban consumers expressing environmental concern. This thesis investigates the awareness and understanding of sustainable fast fashion among Indian consumers, exploring the gap between their environmental values and purchasing behavior. A mixed-methods approach was employed, combining a quantitative survey of 101 consumers with qualitative semi-structured interviews of three participants from diverse demographics. Secondary data from industry reports and academic literature provided contextual insights. Results revealed high awareness of environmental and social issues, such as chemical use in dyeing (83.8%) and child labor (62.4%), but limited familiarity with terms like "greenwashing" and "circular economy." High prices and limited availability were identified as primary barriers to adopting sustainable fashion, with only 11.1% of respondents consistently prioritizing sustainability in purchases. Social media and brand advertisements were the most influential information sources, surpassing traditional media and NGO campaigns. The findings highlight a significant attitude-behavior gap, driven by economic constraints and skepticism toward sustainability claims, exacerbated by inadequate national textile metrics. Recommendations include policy interventions to enhance certification transparency, subsidies for sustainable production, and culturally resonant marketing to align sustainable fashion with India’s textile heritage. This study contributes to understanding how to foster sustainable practices in India’s fashion industry by addressing practical and systemic barriers.