Youngsters’ Behaviour Towards Sustainable Clothing: A Study with Special Reference to Punjab

Abstract

The growing environmental and social concerns associated with the conventional fashion industry have increased the importance of sustainable clothing consumption. Sustainable clothing promotes environmentally responsible production and consumption through the use of eco-friendly materials, ethical manufacturing practices, resource conservation, waste reduction, and longer product life cycles. Young consumers represent an important segment of the clothing market because their preferences, awareness, attitudes, and purchasing behaviour can influence the future direction of the fashion industry. The present study examines youngsters’ behaviour towards sustainable clothing with special reference to Punjab. The study focuses on understanding the level of awareness of sustainable clothing among youngsters and examines the factors influencing their attitudes and purchasing behaviour towards sustainable clothing. Primary data may be collected from youngsters in Punjab through a structured questionnaire using a suitable sampling technique. Descriptive statistics and appropriate inferential techniques may be employed to analyse the collected data. The study seeks to identify the extent to which environmental awareness, perceived quality, price, social influence, availability, brand image, ethical considerations, and environmental concern influence youngsters’ sustainable clothing behaviour. The findings are expected to provide useful insights for clothing brands, marketers, policymakers, and other stakeholders seeking to encourage sustainable consumption among young consumers. The study also contributes to the growing body of research on sustainable fashion by providing a regional perspective on the changing clothing preferences and consumption behaviour of youngsters in Punjab.