Abstract :
The global fashion business is experiencing a move toward sustainability as consumers increasingly become environmentally and ethically conscious. In cities such as Chennai, this awareness is increasing but not homogenous among all demographic groups. The present study examines consumer awareness, trends, and buying behavior towards sustainable fashion in Chennai. With a sequenced questionnaire and 85 sample respondents, the research utilizes descriptive statistics, chi-square, correlation, factor analysis, and cluster analysis to comprehend the important trends. The findings identify three consumer segments sustainable, saving, and indifferent each with their own characteristics and behaviors. Although most consumers are concerned about sustainability, price sensitivity and knowledge gaps are still prominent hurdles. The research brings to the fore the necessity of focused education, clear communication of products, and low-cost eco-friendly products to encourage sustainable fashion practices in Chennai.
Keyword :
Sustainable fashion, Consumer behavior, Awareness, Chennai, Eco-friendly clothing, Cluster analysis.