Main Article Content
Abstract
This present era contain various problems like pollution, climate change and environmental degradation, it becomes a necessity to drag the attention towards sustainability issues. In the case of apparel industry also, sustainability is the desired element for responsible consumption. Some consumers engage in luxury consumption and when this luxury word came in mind there is need to revive sustainability. In this research paper, the consumer’s perspective is being studied about sustainability issues in apparel consumption through checking their knowledge and perception while purchasing apparels. It is based on the existing studies that have been conducted with reference to sustainability in apparel consumption. Most of the respondents perceive fashion with clothes and they over consume and this overconsumption destroy the goals of sustainability. So, there was a need to study about the knowledge, perception and concern of consumers related to sustainability while purchasing apparels in market. For the fulfilment of these objectives, focus group interviews were conducted and results showed that people have low knowledge and awareness about sustainability in apparel consumption and there is a need to provide more knowledge to consumers and need to spread more awareness so that people get started to think about sustainability.