NTEGRATION OF SUSTAINABILITY INDICATORS AND CIRCULAR ECONOMY PRACTICES IN SUPPLY CHAIN OPERATIONS

Sustainability indicators and circular economy practices are significant for a business's success in the modern world. This study looks at the integration of these practices into the supply chain operations of businesses and also explores the behaviour of consumers regarding these practices. The study combines quantitative and qualitative measures to identify patterns in consumer attitudes and behaviours toward sustainable fashion. The findings reveal a positive relationship between consumer awareness, optimism about sustainability and the likelihood of them purchasing from a sustainable brand. The study also revealed through qualitative research the importance of implementing these practices. The study promotes focus on financial measures as well as supply chain efficiency in integrating the sustainability indicators and CE practices.