"FROM AWARENESS TO ACTION: UNDERSTANDING SUSTAINABLE FASHION PURCHASES IN INDIA’S YOUTH"

Sustainable fashion apparel offers significant potential to reduce clothing waste, which is directly linked to societal health. This study explores consumer purchase behavior toward sustainable fashion apparel made from recycled materials. Supporting clothing recycling programs is crucial, and the success of these initiatives depends on consumer demand for recycled apparel. By examining consumer behavior and intentions toward sustainable fashion, this research provides a foundation for establishing effective regulations for clothing disposal and the purchase of recycled garments. Data were collected through a questionnaire distributed in the Punjab region of India, with 151 responses obtained. The findings reveal that several key factors influence the purchase intention of sustainable fashion apparel. Additionally, a positive correlation was found between sustainable clothing disposal behavior and the intention to purchase such apparel.