SUSTAINABLE FASHION REVOLUTION: CONSUMER BEHAVIOR TOWARDS ECO-FRIENDLY APPAREL

Abstract

The sustainable fashion movement has gained significant momentum in recent years, driven by growing environmental concerns and increased awareness of the social impact of traditional apparel production. This study explores the evolving consumer behavior towards eco-friendly apparel and examines the key factors influencing purchasing decisions, including environmental consciousness, ethical considerations, and brand transparency. It highlights the role of education, social media, and changing cultural values in shaping sustainable consumption patterns. The research also delves into the barriers consumers face, such as higher costs and limited accessibility, that hinder the widespread adoption of sustainable fashion. By understanding these behavioral patterns, brands and policymakers can develop effective strategies to promote eco-friendly fashion choices and support a transition toward a more responsible and circular fashion economy.