- Sara Rizvi*
- National Institute of Fashion Technology, Delhi
The purpose of this paper is to explore the psychological factors that encourage the consumers intentions and behaviours while making purchases related to sustainable fashion. As the fashion industry faces extreme pressure to adopt eco-friendly practices, understanding the reason behind customers’ purchasing habits when it comes to choosing or avoiding sustainable options is extremely crucial for promoting lasting change. This study examines key psychological determinants such as motivation, social influencer alongside perceived barriers that shape sustainable fashion consumption. Environmental awareness, ethical concerns and the desire for self-expression are some of the motivations that play a significant role in driving consumers toward eco-conscious purchases. Social influence, including peer pressure and societal trends can also impact these decisions as individuals tend to align their fashion choices with their values and expectations of others. Perceived barriers such as high costs, availability and lack of knowledge about sustainability can also deter the consumers from adopting sustainable fashion. The major goal of this research is to identify how these psychological drivers interact and influence the behaviours of the vast majority of consumers. Through analysing existing studies and surveys, the paper helps us provide a comprehensive overview of these factors that either encourage or hinder the adoption of sustainable fashion in the industry. Findings have suggested that addressing consumer misconceptions, improving affordability and fostering of positive social norms are some of the few ways to ensure the enhancing the adoption of eco friendly practises. Throughout this paper, insights into how the fashion industry can be better connected with consumers’ psychological motivations to promote sustainability and make responsible fashion choices more accessible and appealing can be seen.
