This paper is published in Volume-6, Issue-4, 2020
Pragya Gargee
Symbiosis College of Arts and Commerce, Pune, Maharashtra, India
Pub. Date
15 July, 2020
Paper ID
Eco-friendly, Environment conservation, Impact, Sustainable Fashion, Young Customer


Pragya Gargee. Behaviour of youth towards sustainable and fast fashion, International Journal of Advance Research, Ideas and Innovations in Technology,

Pragya Gargee (2020). Behaviour of youth towards sustainable and fast fashion. International Journal of Advance Research, Ideas and Innovations in Technology, 6(4)

Pragya Gargee. "Behaviour of youth towards sustainable and fast fashion." International Journal of Advance Research, Ideas and Innovations in Technology 6.4 (2020).


Sustainable fashion is producing clothes, shoes, and accessories in environmentally and socio-economically sustainable manners with more sustainable patterns of consumption and use, which necessitate shifts in individual attitudes and behaviour. Sustainable clothing refers to fabrics derived from eco-friendly resources, such as sustainably grown crops or recycled materials and how these fabrics are made. Fashion is the second most polluting industry globally. The apparel and footwear industries together account for more than 8% of global carbon emissions, greater than all international airline flights and maritime shipping routes combined. On average a person consumes 11.4kg of apparel each year (Quantis 2018). It takes about 2,720 litres of water to produce just one cotton shirt – a number equivalent to what an average person drinks over three years (EJF). Nearly three-fifths or 60% of all clothing produced ends up in incinerators or landfills within a year of being made (McKinsey 2016). The total level of fashion waste is expected to be 148 million tons by 2030—equivalent to annual waste of 17.5 kg per capita across the planet. Textile dyeing is the second largest polluter of clean water globally, after agriculture. In such severe conditions, unawareness among consumer about sustainable fashion costs the environment. The main objectives of this study is to analyse whether the trend towards buying sustainable fashion really helping with climate crisis, or should one simply be buying less clothing? For the conservation of the environment, the sustainability of fashion is the utmost need in the present fastest growing world. This research is based on empirical study done with literature review and other secondary data sources. A combination of quantitative and qualitative research methodology approach has been adopted to understand ethical shopping.
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