Sustainable Apparel Purchase Intention: Influence of Branding on Indian Consumers

Background: Sustainable apparel which combines ethical production with environmental responsibility, has become an integral part of the global fashion industry. This evolution reflects increasing consumer demand for products that reduce environmental harm while upholding social accountability. As the textile sector faces heightened scrutiny over its environmental footprint, sustainable apparel provides a pathway for aligning industry practices with global sustainability objectives. This study explores how branding influences consumer purchase intentions for sustainable apparel. Method: An empirical study was conducted based on data gathered from 210 consumers in Delhi NCR who consistently buy sustainable apparel. SPSS 26 was used to do regression analysis. Results: These results underscore the critical value of branding in shaping consumer choice and propelling eco-friendly purchasing behaviors. Focusing on branding, the article fills a gap in the current literature, where more research accounts for issues of cost and functionality vis-a-vis other concerns such as sustainability. The findings show that sustainable brands should invest in being perceived as authentic and trustworthy, to win loyalty. Effective communication and powerful sustainability stories are critical to align with changing consumer values. Conclusion: This body of study offers new insights for businesses, marketers, and policymakers, underlining the integration of branding strategy with sustainability that targets responsible consumption and supports larger societal and environmental goals.