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@article{198563,
        author = {Shreyashree Naskar and Palak Sawant and Siddharth Dubey and Antra Bharti and Saniya Wasnik and Anusha Priya},
        title = {A Comprehensive Study of the Role of Fashion and Beauty Brands in Promoting Body Positivity: A Consumer Perception Study},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {12},
        number = {11},
        pages = {9856-9870},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=198563},
        abstract = {This study explores how fashion and beauty brands engage with the body positivity movement and what effect their campaigns have on consumer perception, self-identity and purchasing behaviour. Using a structured survey administered to 100 respondents in Pune, India, the research measures brand awareness, consumer trust and the perceived authenticity of body-positive marketing. The results reveal a statistically significant link between brand familiarity and purchase intent (chi-square p = 0.0000056). Despite this, most respondents remain doubtful about whether brands truly champion the cause or simply use it for commercial gain. The study also highlights consumer demand for representation that goes beyond size inclusivity — encompassing age, ethnicity, disability and gender identity — alongside calls for less photo manipulation and greater corporate transparency. While body positivity campaigns have visibly shifted mainstream beauty discourse, lasting change demands that brands embed inclusivity into their culture, product lines and long-term strategy.},
        keywords = {body positivity, brand authenticity, inclusive marketing, consumer behaviour, fashion industry, beauty standards, self-esteem, diversity and representation.},
        month = {April},
        }