Consumer Insights on Sustainable Fashion: A Study of Young Consumers in Pune

Abstract

Sustainable fashion has emerged as a critical concern in the global apparel industry amid growing awareness of climate change, overconsumption, textile waste, and unethical labor practices. This study investigates the awareness, perceptions, and behavioral patterns of young consumers (aged 18–30) in Pune, India, with respect to sustainable fashion. Primary data were gathered through a structured online questionnaire distributed via social media platforms, yielding 147 usable responses. Findings indicate that while approximately 71% of respondents had heard of the concept, only 45% demonstrated accurate conceptual understanding. Although 80% of participants acknowledged the ecological and ethical importance of sustainable fashion, actual purchase decisions continue to be governed by price, style, comfort, and brand familiarity. Sustainability ranked last as a purchase driver, selected by only 24% of respondents. A Chi-Square Test of Independence (χ² = 1.388, df = 3, p = 0.708) confirmed that awareness alone does not significantly predict purchase behavior, thereby formally affirming the awareness–behavior gap. These results suggest that bridging this gap requires a multifaceted approach: price-competitive sustainable products, enhanced stylistic diversity, improved market accessibility, and stronger brand transparency. The study contributes empirical evidence from an emerging urban consumer market and provides actionable recommendations for brands, marketers, and policymakers.