Consumer Perception of Sustainable Fashion: A Mixed-Methods Study of the Market Dynamics

Description

Consumer Perception of Sustainable Fashion: A Mixed-Methods Study of the Market Dynamics

Abstract

Consumer perception of sustainable fashion is investigated where the mixed method techniques is applied to analyze market dynamics factors. The elements impacting the consumer attitude towards ethically and environmentally produced clothing. Sustainability continues to gain importance in the fashion field. Understanding how customers perceive and engage with sustainable fashion is important for brands. Here, the research uses both quantitative and qualitative methods. Industry professionals and fashion consumers conduct qualitative interviews to uncover their motivations and beliefs about sustainable fashion. These interviews deliver the meaning of outcomes into the main elements to outline consumer preferences.

In addition, the quantitative surveys were managed to a larger consumer base to evaluate the awareness and willingness to pay premiums and buying behavior for maintainable fashion products. The findings visualize the growth of sustainable fashion over the consumer and express support for eco-friendly and ethical brands. However, the challenges remain the same. Moreover the important challenges include the high cost of sustainable products and confusion about sustainability labeling and certification, limited availability. However these issues hinder various customers from accepting sustainable fashion. The research finds the various important drivers of consumer perception. It contains the impact of social media and trust in brand genuineness and improving towards effective sustainable lifestyle.

Social media platforms are playing an important role in determining people’s awareness and impacting buying decisions. However the study highlights the gap between actual buying behavior and consumer sustainable intentions. Most people select less sustainable options and conventional options due to affordability and convenience. Overall, the report offers meaningful insights for policymakers and fashion brands. By understanding the difficulties of customer perception and recognizing barriers to sustainable fashion. Whereas the overall industries are able to align with customer demands and support more sustainable development in the future.

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