Beyond the Fabric: How Consumer Awareness and Demand can shape Sustainable Textile Supply Chains in Pakistan

The textile industry has a large stake in Pakistan's economy but has come under the spotlight lately due to unsustainable practices. This paper investigates how consumer awareness and demand can act as catalysts in the process of changing the textile supply chain of the country toward sustainability. Developed economies have adopted sustainable supply chain practices through regulatory frameworks and informed consumer choices, but emerging markets like Pakistan are still focusing on cost efficiency rather than environmental and social responsibility. Limited consumer knowledge, weak enforcement of sustainability regulations, and financial constraints are some of the key barriers to sustainable transformation. Using a qualitative research approach, this study explores consumer perspectives on sustainable textile products and whether they opt for sustainable textile products. Findings suggest that increasing consumer awareness and aligning demand with global sustainability trends can drive businesses to adopt responsible practices. This study provides insights for policymakers and businesses, highlighting the need for strategic interventions to promote sustainability through informed consumer engagement and industry-wide regulatory improvements.