Overcoming Consumer Barriers in Green Apparel: Insights into Motivations and Challenges

This article explores the multifaceted behaviour of consumers regarding sustainable fashion. It focuses on the various possibilities for environmentally friendly apparel, the factors that motivate consumers to embrace these options, and the obstacles that prevent customers from making decisions. The purpose of this study is to get an understanding of the factors that inspire consumers to select environmentally friendly clothing and to identify the primary obstacles that arise throughout the decision-making process. The most significant barriers are insufficient awareness, problems with availability, brand association, high pricing, the allure and accessibility of quick fashion, a lack of information, ugly designs, the absence of buying incentives, and worries about product quality. On the other hand, key motivators are accessibility, awareness, brand recognition, style, comfort, cost, and proficient marketing communications. When it comes to developing policies that encourage more sustainable practices, the findings of this research give valuable insights that firms, legislators, and stakeholders may utilise in the fashion sector. The fashion industry can increase the adoption of environmentally friendly clothes and play a role in contributing to a more sustainable future by addressing the constraints that consumers face and harnessing essential motivators