Published Paper Details:

The increasing environmental impact of the fashion industry has led to a rise in sustainability practices among brands. However, it is unclear to what extent these sustainability efforts influence consumer purchase decisions in urban India. This research aims to assess how sustainability initiatives by fashion brands affect the purchase intentions of urban Indian consumers. Using a structured survey, data was collected on consumer awareness, attitudes, and reported behaviours regarding sustainable fashion. Basic descriptive statistics and correlation techniques were applied to identify significant relationships. The findings suggest that while there is high awareness of sustainable fashion, factors like price and style continue to dominate purchasing priorities. Managerial implications point towards a need for clearer communication and value demonstration by sustainable brands. The research offers actionable recommendations for marketers and retail managers to bridge the attitude-behaviour gap.