Understanding Indian Gen Z Consumer Behavior towards Sustainability and Luxury in Fashion Choices

Annaji Sarma () and Achanta Rajyalakshmi ()
Additional contact information
Annaji Sarma: National Institute of Fashion Technology, Hyderabad, India
Achanta Rajyalakshmi: National Institute of Fashion Technology, Hyderabad, India

RAIS Conference Proceedings 2022-2025 from Research Association for Interdisciplinary Studies

Abstract: The integration of sustainability into luxury fashion is transforming the industry, driven by increasing consumer awareness, environmental concerns, and evolving societal values. This study explores the intersection of sustainability and luxury, focusing on consumer perceptions, preferences, and the challenges faced by luxury brands in adopting sustainable practices. Based on survey data, findings reveal that consumers prioritize eco-friendly production, ethical sourcing, and transparency in supply chains, with 89% of respondents agreeing that sustainability is essential for the future of luxury fashion. Key challenges for brands include the high cost of sustainable materials, maintaining exclusivity, and overcoming established business models. The study also highlights the unique potential of the Indian luxury market, where growing consumer awareness and homegrown brands contribute to sustainability efforts. Consumers increasingly align luxury with timeless quality, durability, and ethical practices, and are willing to pay a premium for sustainable luxury products. The research concludes that luxury brands must innovate and integrate sustainability into their core strategies to maintain relevance and credibility. By leading the shift toward sustainability, the luxury fashion can redefine its value proposition and influence the broader fashion industry, fostering a more sustainable and ethical future.

Keywords: sustainability; Gen Z; luxury fashion; consumer behavior; ethical sourcing; brand innovation (search for similar items in EconPapers)
Pages: 8 pages
Date: 2025-08
References: Add references at CitEc
Citations:

Published in Proceedings of the 41st International RAIS Conference on Social Sciences and Humanities, August 7-8, 2025, pages 27-35

Downloads: (external link)
https://rais.education/wp-content/uploads/0554.pdf Full text (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:smo:raiswp:0554

Access Statistics for this paper

More papers in RAIS Conference Proceedings 2022-2025 from Research Association for Interdisciplinary Studies
Bibliographic data for series maintained by Eduard David ().