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@article{173462,
        author = {Dr Joan Rita OBrien and Dr Joan Rita OBrien and Dr Joan Rita OBrien and Dr Joan Rita OBrien},
        title = {Sustainable Fashion and the Young Indian Consumer Perspective: A Sociological Study},
        journal = {International Journal of Innovative Research in Technology},
        year = {2025},
        volume = {11},
        number = {10},
        pages = {676-681},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=173462},
        abstract = {Sustainable fashion is the buzzword going around all sustainability arenas on the global grounds and probably all responsible runways; and it has been gathering tremendous momentum. The fashion industry has been aware that it is responsible for a shocking 4-10% of global greenhouse-gas emissions every year and thus found it imperative to define sustainable fashion as “An ethical approach towards designing, sourcing, manufacturing, selling, and delivering clothing in a way that minimizes the industry’s negative impact on people and the planet along the entire value chain”. However, it depends on location, audience, and the constantly changing environment on the basis of which it keeps changing. And without an iota of doubt, today we live in a world where the artisan coffee costs more than a t-shirt which is an inevitable consequence of what fast fashion is all about. “Fast fashion” or what may be called as the new fashion cult is the current scenario where designs go “out” of fashion in a flash because some of the fashion brands have 52 seasons instead of 4 in a year (one for almost every week). The present study aims to examine 100 respondents from Mangalore, Karanataka, and study the consumer perceptions and their behaviour towards eco-friendly or sustainable fashion. With the fact that India has the world’s largest Gen Z population the present study explores the perception of Gen Z and their interest in sustainable fashion.},
        keywords = {Consumer behaviour, eco-friendly, fast fashion, Gen Z, sustainable fashion},
        month = {March},
        }