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Consumer perception and purchase intentions towards sustainable fashion industry in Gujarat, India
Authors
Shailee Jain,Shah Darshan Amit
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Keywords
Sustainable Fashion, Consumer Perception, Purchase Intention, Environmental Awareness, Green Consumption, Gujarat Fashion Industry
Abstract
The fashion industry has recently experienced increasing pressure to adopt environmentally responsible practices due to growing concerns about climate change, textile waste, and unethical labor practices.
Sustainable fashion has emerged as a response to these challenges by promoting environmentally friendly materials, ethical production processes, and responsible consumption patterns. The purpose of this research is to examine consumer perception and purchase intention toward sustainable fashion in Gujarat, India. The study aims to understand how consumers view sustainable clothing, the factors that influence their buying decisions, and the barriers that prevent them from purchasing eco-friendly apparel.
Primary data was collected from 300 respondents across various cities in Gujarat using a structured questionnaire. The research used a descriptive research design while applying quantitative analysis methods to examine consumer responses. The researchers used statistical methods which included frequency distribution and correlation analysis and regression analysis to assess how awareness and environmental concern and price perception affected purchase intention.
The study results demonstrate that Gujarat consumers possess a favorable attitude toward sustainable fashion because they recognize its environmental advantages yet they only buy sustainable products at a moderate level. Price sensitivity and product unavailability and insufficient awareness about sustainable brands emerged as the primary obstacles. The research discovered that environmental awareness together with product quality perception managed to determine customers' buying behavior.
The research recommends that sustainable fashion companies need to establish more affordable products while educating customers about their offerings and developing more distribution points to increase sustainable clothing use throughout the area. The research study helps people understand how consumers in developing economies behave toward sustainable fashion by providing valuable information to businesses and policymakers and researchers who want to promote sustainable consumption.
IJCRT's Publication Details
Unique Identification Number - IJCRT2603669
Paper ID - 303639
Author type - Indian Author
Page Number(s) - f635-f644
Pubished in - Volume 14 | Issue 3 | March 2026
DOI (Digital Object Identifier) -
No Of Downloads - 82
Author Country - India, 382426, Gandhinagar , Gandhinagar , 382426, Management All
Publisher Name - IJPUBLICATION | www.ijcrt.org | ISSN : 2320-2882
E-ISSN Number - 2320-2882
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Shailee Jain,Shah Darshan Amit, "Consumer perception and purchase intentions towards sustainable fashion industry in Gujarat, India", International Journal of Creative Research Thoughts (IJCRT), ISSN:2320-2882, Volume.14, Issue 3, pp.f635-f644, March 2026, Available at :http://www.ijcrt.org/papers/IJCRT2603669.pdf
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ISSN: 2320-2882 Impact Factor: 7.97 and ISSN APPROVED Journal Starting Year (ESTD) : 2013
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ISSN: 2320-2882 Impact Factor: 7.97 and ISSN APPROVED Journal Starting Year (ESTD) : 2013
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