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@article{193575,
        author = {Dr.A.Kanimozhi and Mrs. G. Jaya Pennarasi},
        title = {A STUDY ON CONSUMER ATTITUDE AND PURCHASE INTENTION TOWARDS SUSTAINABLE LUXURY FASHION APPARELS},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {12},
        number = {10},
        pages = {675-677},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=193575},
        abstract = {There is a structural change happening in the luxury fashion sector as the concept of the sustainable fashion approach has become the staple of consumer requirements and brand-authentication procedures. The research examines the consumer behaviour in relation to the consumer reaction to sustainable luxury fashion products in terms of environmental and ethical attitudes and their size and capacity to evaluate the actual quality of product and responsiveness to price variations. Sustainability is the primary strategic objective which the luxury brands must adopt, yet consumers struggle to embrace the sustainability due to the perceived contradiction between exclusivity and high prices of luxury brands and their requirement of business ethical behavior. The researchers applied quantitative research design in the study to collect primary information in the form of a structured questionnaire that they administered to consumers who were aware of luxury fashion brands. The correlation and regression statistical analysis and descriptive analysis were employed in the research of the relationship between consumer attitude and their purchasing behavior. Individuals who have positive attitudes towards sustainability will make purchases however they will cease purchasing once the prices have reached their limit. The process where consumers build trust in sustainable luxury apparel is through their judgment of the quality of the product and brand credibility that translates to more purchasing intentions. The research contributes to the existing body of study in the area of sustainable luxury by relating sustainability-based attitudes and conventional drivers of luxury consumption. Findings of research indicate that luxury brands need to sell sustainability as value-adding but not an expense-based solution. The study is also valuable to marketers in the luxury fashion industry as it demonstrates how sustainability may develop a lasting brand value through effective brand development.},
        keywords = {Sustainable Luxury Fashion, Consumer Attitude, Purchase Intention, Ethical Consumption, Green Marketing.},
        month = {March},
        }