A STUDY ON CONSUMER BEHAVIOUR TOWARDS SUSTAINABLE FASHION BRAND MARKETING

Abstract

This research paper discussed the consumer behavior regarding the marketing of sustainable fashion brands and discuss the most important factors that could affect the willingness of consumers to buy sustainable fashion products. The fashion industry has been extensively blamed in terms of its environmental contribution thus making sustainable fashion practices even more pertinent. The primary aim of the research is to gain awareness, attitudes, and purchase intentions of consumers in regards to sustainable fashion and to determine the obstacles that exist against the uptake of sustainable clothing products by consumers. This study utilized a research design of descriptive research study and a structured questionnaire was used in the collection of primary data in which 200 respondents were involved. The statistical methods applied in the analysis of the data collected included frequency analysis, percentage analysis, chi-square test and correlation analysis using SPSS. As the research results have shown, the environmental concern and trust in sustainable fashion brands are also crucial determinants of consumer intention to purchase sustainable fashion products. Nonetheless, the prices and scarcity of sustainable fashion products are also considered among the significant obstacles, which deter consumers to wear sustainable fashion. It can be concluded that despite the awareness and the positive attitude of consumers towards sustainable fashion, such practical considerations as affordability, accessibility and trust remain to impact their ultimate purchasing decisions. The study has valuable implications to fashion brands and marketers to come up with effective strategies that can be used in marketing of sustainable fashion and influencing responsible consumer behavior.