Impact of Fast Fashion Trends and Knowledge of Environmental Impact on Consumer Behaviour: Promoting Process Safety and Responsible Consumption (SDG 12)

India’s demographic dividend in terms of a young population is an economic asset. The youth of the country is contributing to various sectors of the economy, and many industries see the young generation as an open market, especially the fashion industry. However, the fast fashion industry is one of the most polluting industries in the world. This study explores consumer behavior and perceptions regarding fast fashion, focusing on factors such as frequency of shopping, influences on purchasing decisions, and awareness of the environmental impact associated with fast fashion. Data collection was done by carrying out a survey of 139 participants based on a standard questionnaire. The survey targeted a diverse demographic, capturing data on age, gender, and monthly income/pocket money, to understand how these variables affect shopping habits. 45 % of women shopped “every few months”, whereas 55 % men shopped “rarely”. The females (45 %) who earn more (>60,000 INR/month), shop more frequently, as compared to males (30 %). The findings reveal that the frequency of clothing purchases is influenced by a combination of social pressures, personal confidence linked to wearing trendy clothes, and the perceived affordability of fast fashion, with over 81 % attributing feeling confident to dressing well. While fast fashion is popular for its trendy and budget-friendly clothing, the findings reveal a concerning gap between consumers' awareness of its environmental impact and their purchasing decisions, for instance, 66 % respondents found the quality of fast-fashion products subpar to sustainable products, however, only 24 % would be willing to pay a higher price for sustainable products. A lack of awareness, only 24 % males and 12 % females acknowledged being aware of sustainable practices, and higher prices of sustainable brands deter the youth from opting for these products, with over 30 % opting not to pay more for a sustainable brand. While a sizeable percentage, nearly 80 % of respondents, acknowledged the environmental impact of fast fashion, fewer respondents, only 10 %, considered this impact when making purchases, indicating a gap between knowledge and behavior. The study suggests that increased brand transparency and consumer education could foster a shift towards more sustainable fashion choices. Increasing consumer engagement with sustainable fashion, ethical practices in manufacturing processes, and the introduction of initiatives that improve sustainability can go a long way in promoting sustainable consumption and achieving SDG 12.