Sustainable Choices in Fashion: Insights into Gen Z’s Purchasing Behaviour

As a significant global polluter, the fashion industry grapples with critical environmental, social, and governance (ESG) challenges.This study investigates Gen Z's buying behaviour towards sustainable apparel, a consumer group whose choices can significantly shape the industry, particularly as their decisions are increasingly mediated by digital platforms, social media algorithms, and information systems that shape online fashion retail experiences.The fashion industry, notorious for its high environmental impact, is undergoing a paradigm shift driven by consumer demand for sustainability.This research aims to understand how social media, brand loyalty, perceived risk, and product quality impact Gen Z's purchase intentions for sustainable clothing.The study employs a cross-sectional survey, gathering data from 187 respondents, predominantly young adults in India.The findings indicate that social media influence, brand loyalty, perceived risk, and product quality significantly influence purchase intentions.The research framework highlights the importance of targeted marketing strategies, emphasizing personalized experiences, robust return policies, and maintaining high product standards, supported by AI-driven recommendation systems, AR-enabled try-on technologies, and blockchain-enabled transparency tools.By adopting sustainable practices, the fashion industry can align with several Sustainable Development Goals (SDGs), contributing to responsible consumption, climate action, and economic growth.The study underscores the need for comprehensive