The role of environmental consciousness in shaping consumer buying behavior towards sustainable fabrics
Keywords:
Environmental Consciousness, Sustainable Fabrics, Consumer Buying Behavior, Purchase Intention, Sustainable FashionAbstract
The environmental impact of the textile and apparel industry has increased the need to understand consumer behavior towards sustainable fabrics. This study empirically examines the role of environmental consciousness in shaping consumer buying behavior towards sustainable fabrics. A descriptive and analytical research design was adopted, and primary data were collected from 200 consumers using a structured questionnaire. Environmental consciousness was measured through environmental awareness, ecological concern, and personal responsibility, while buying behavior was assessed through purchase intention and preference. Descriptive statistics, correlation, and regression analysis were employed for data analysis. The findings reveal a significant positive relationship between environmental consciousness and consumer buying behavior towards sustainable fabrics. Environmentally conscious consumers demonstrate higher purchase intention; however, price sensitivity and limited availability remain key barriers to actual purchases. The study provides empirical evidence from the Indian context and offers practical implications for marketers and policymakers to strengthen green marketing strategies and promote sustainable fabric adoption.
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