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Millennial consumer’s stance toward sustainable fashion apparel

By
Beeraka Chalapathi ,
Beeraka Chalapathi

MBA, Associate Professor, National Institute of Fashion Technology, Tharamani, Chennai, Tamil Nadu, India & Ph.D. Research Scholar, School of Management Studies, Vels Institute of Science Technology & Advanced Studies (VISTAS), Pallavaram, Chennai, Tamil Nadu, India

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G. Rajini ,
G. Rajini

Ph.D, Professor & Head / MBA (General) Director – MoUs, School of Management Studies, Vels Institute of Science Technology & Advanced Studies (VISTAS), Pallavaram, Chennai, Tamil Nadu, India

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Abstract

Sustainable fashion is the emerging fashion trend in Global fashion. In India, 34% of population is a potential millennial contributing to the Indian economy. The present study examines the relationship of quality consciousness, price consciousness, availability of apparel, benefits, and Environmental concern on post-purchase behaviour of sustainable apparel and millennial consumer satisfaction. The results of a quantitative study using the Hayes process, it reveals that brands need to create more awareness of sustainable apparel among the millennial consumer. Price and perceived benefits are major influencing factors among millennial consumers.

How to Cite

1.
Chalapathi B, Rajini G. Millennial consumer’s stance toward sustainable fashion apparel. Salud, Ciencia y Tecnología - Serie de Conferencias [Internet]. 2024 Jun. 11 [cited 2024 Jul. 19];3:885. Available from: https://conferencias.saludcyt.ar/index.php/sctconf/article/view/885

The article is distributed under the Creative Commons Attribution 4.0 License. Unless otherwise stated, associated published material is distributed under the same licence.

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