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

Author(s): Annaji Sarma, Achanta Rajyalakshmi
Subject(s): Business Economy / Management, Behaviorism, Marketing / Advertising
Published by: Scientia Moralitas Research Institute
Keywords: sustainability; Gen Z; luxury fashion; consumer behavior; ethical sourcing; brand innovation;
Summary/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.

• Details
• Contents