Fashion Consciousness and Cultural Influence on Sustainable Apparel Choices

Abstract

This study proposes conscious consumption as a way to promote sustainable garment consumption. Fashion has historically been linked to ostentatious spending and the never-ending search for fresh trends. On the other hand, a significant movement towards sustainable consumerism and fashion conscience has emerged in recent years. This change in viewpoint acknowledges the fashion industry's negative effects on society and the environment and seeks to encourage more morally and responsibly conducted business. Being mindful of fashion involves being aware of our consumers' decisions and comprehending the effects of those decisions. In a time when environmental consciousness is rising, buyers are become more discriminating when it comes to the moral implications of the products they buy. This study looks at how cultural values, which influence people's attitudes and actions, affect their propensity to purchase sustainable fashion items. Furthermore, a key moderator in the decision-making process is the degree to which people prioritize personal style and fashion trends, or fashion consciousness. We use a quantitative research methodology to examine data from a broad sample of people in order to find relationships between cultural influences, fashion participation, and aspirations to make sustainable purchases.With growing concerns about the environment and the impact of consumer behavior on sustainability, it is important to understand the factors influencing consumers' intentions to purchase sustainable apparel. Environmental knowledge and awareness are crucial in shaping consumers' perceptions of ecological safety and purchasing behaviour. Additionally, consumers' fashion consciousness, including their preferences for eco-friendly and stylish clothing, also influences their purchase intentions. By considering these determinants, marketers, and policymakers can better understand and target consumers more likely to engage in sustainable apparel purchases.