Exploring Sustainable Practices in the Fashion Industry and Analysing Consumer Preferences in India

Abstract: Sustainable practices in fashion refer to methods that minimize environmental harm and promote social responsibility. This study shows sustainable practices within the fashion industry and examines consumers' preferences in India. With growing awareness of environmental and social issues, there is an increasing demand for sustainable fashion options. Through an analysis of current practices and consumer behavior, this research aims to identify the trends in the Indian fashion market. By understanding consumer preferences, the study aims to identify opportunities for promoting sustainability in the industry while meeting the needs of Indian consumers. This study highlights how more people in India, especially young ones, are becoming interested in making fashion more sustainable. It shows that both men and women like sustainable fashion. People buy clothes differently, but most care about how clothes look and feel. Some are starting to think about how clothes affect the environment. The study suggests we must teach people more about sustainable fashion and make it easier to find and buy. It also recommends using eco-friendly materials and promoting Indian brands that are working to make fashion more sustainable. Keywords: Sustainable Fashion, Consumer Preferences, Eco-friendly Materials, Indian Fashion Market, Environmental Awareness