Analyzing Consumer Awareness of Green Fashion and Its Influence on Purchasing Decisions

Abstract

This research investigates consumer awareness of green fashion and its influence on purchasing decisions, addressing the critical question of whether informed consumers are more inclined to opt for sustainable fashion options. By employing quantitative methods, including comprehensive consumer surveys, this research quantifies awareness levels, preferences, and purchasing behaviors related to green fashion, revealing a significant correlation between heightened awareness and the likelihood of selecting sustainable brands. The findings indicate that consumers with higher awareness not only exhibit a stronger preference for eco-friendly products but also demonstrate a readiness to pay a premium for sustainable choices. This study underscores the vital role of consumer education in promoting sustainable fashion practices, suggesting that increasing awareness could lead to more environmentally responsible consumer behavior. The significance of these findings extends beyond the fashion industry, offering valuable insights into health care, particularly in highlighting the interconnectedness of environmental sustainability and public health, as the fashion industry is linked to various environmental issues that can affect community health outcomes. Thus, this research contributes to a broader discourse on sustainability in consumer behavior, suggesting that enhancing consumer awareness of green fashion could catalyze change, ultimately promoting healthier lifestyles and environments, aligning with the growing emphasis on sustainability within healthcare policy and practice.