Analyzing the Perception of Sustainable Consumption of Apparel Among Adult Consumers

Abstract

Due to the constant evolution of fashion trends, consumer consumption patterns are increasing, depleting natural resources and increasing environmental pollution. This threatens the very existence of the next generations. To address this, significant changes to existing trends in manufacturing and consumption are required, not only to mitigate the environmental damage that has already occurred but also to reverse it. The present study examined adult consumers’ perceptions of sustainable consumption, with a specific focus on clothing purchase behavior. A survey was conducted among 100 adult consumers using convenience and snowball sampling techniques at Banaras Hindu University, Varanasi. The findings revealed that although most respondents demonstrated a relatively high level of awareness and knowledge regarding sustainable consumption (mean = 3.42), their actual consumption patterns remained largely unsustainable. Consumer purchasing behavior was primarily driven by the pursuit of satisfaction, with 64% of respondents purchasing clothing for style, fashion trends, or pricerelated incentives such as discounts, while only 35% reported buying clothing based on necessity. The study identified key factors influencing consumer choices, barriers to the adoption of sustainable practices, and gaps in the effectiveness of current brand communication strategies. The findings provide valuable insights for policymakers to design targeted interventions and for manufacturers to strengthen and refine their marketing strategies toward sustainable fashion solutions.