Unveiling the Path to Sustainable Fashion: Women’s Attitudes and Buying Behaviors Towards Green Apparels

Green apparels, also known as eco-friendly or sustainable apparel, refer to clothing items that are produced with minimal negative impact on the environment and promote ethical practices throughout the supply chain. These garments are made using environmentally friendly materials, such as organic cotton, hemp, or recycled fabrics, and are manufactured through processes that minimize energy consumption, water usage, and waste generation. The importance of green apparels today lies in the growing awareness and concern for environmental sustainability. The fashion industry is known for its significant ecological footprint, including pollution, resource depletion, and carbon emissions. By choosing green apparels, consumers can actively contribute to reducing these negative impacts and support a more sustainable future. This research project explores the eco-sensitive attitudes of women towards green apparels in Bengaluru. A sample of 400 women consumers from various parts of Bengaluru was selected to ensure adequate representation. The findings provide insights into the relationship between consumer attitudes, demographic factors, and buying behaviors towards sustainable fashion choices. The findings indicate that fashion preferences and willingness to pay significantly influence buying behavior, while eco-sensitivity and social factors do not. Younger age groups show higher awareness, and occupation affects clothing purchase behavior. Targeted marketing strategies, leveraging social media, and word of mouth, along with increased awareness and education, can promote sustainable fashion choices. Overall, the project emphasizes the potential for positive change in the industry through eco-friendly practices and consumer awareness.