Comprehensive review on consumers behavior towards sustainable fashion and its relativity in fast fashion

ABSTRACT

Sustainable fashion is clothing that is ethically produced and environmentally beneficial, whereas rapid fashion is the polar opposite in terms of sustainability. We know that circular business models can drive value by improving customer attention and possession. Due of its environmental impact, fashion experts believe that "there is no such thing as 100 percent sustainable fashion. "During the Covid-19 crisis, this trend became notably apparent, with two-thirds of surveyed European customers admitting that minimizing climate change impacts had become increasingly essential to them. The future of Sustainability in Fast Fashion concept and concern with the Consumers Behavior where circular business models are incorporated to increase the efficiencies of system to reduce inputs and decrease the amount or flow of material & garments in the system to reduce waste. The current study focuses on sustainability in fast fashion in the textile industry, with a focus on five imperatives prioritize based on market segment, match the business model to the product, get the incentives right, make sustainable and pilot and experiment © 2022, Man Made Textiles in India. All rights reserved.