• Tanya Ann Thomas
• Venu Kaushik

This research investigates consumers' perceptions and loyalty towards sustainable clothing brands in the context of the Indian market. With the growing awareness of environmental and social issues, the fashion industry has witnessed a shift towards sustainability, prompting consumers to re-evaluate their preferences and loyalty towards clothing brands. The study employs quantitative approaches to provide a comprehensive understanding of the factors influencing consumers of sustainable clothing in the Indian context. A survey has been utilized to quantify the perceptions of a sample of Indian consumers towards sustainable fashion adoption and to identify key factors that influence loyalty towards sustainable clothing brands. Regression analysis and descriptive statistical tools have been used to establish relationships between the variables and to assess the impact of demographic factors on consumers' perceptions and loyalty towards sustainable clothing brands. The findings of this research aim to contribute valuable insights for both academicians and practitioners in the fashion industry. Understanding how Indian consumers perceive and engage with sustainable clothing brands can aid brands in marketing and product development strategies. This research also sheds light on the unique nuances within the Indian market.

Consumer Perceptions, Indian Consumers, Loyalty, Sustainability, Sustainable Clothing Adoption.

"Consumers’ Perceptions And Loyalty Towards Sustainable Clothing Brands: An Indian Perspective", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.11, Issue 3, page no.g496-g505, March-2024, Available :http://www.jetir.org/papers/JETIR2403668.pdf

"Consumers’ Perceptions And Loyalty Towards Sustainable Clothing Brands: An Indian Perspective", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.11, Issue 3, page no. ppg496-g505, March-2024, Available at : http://www.jetir.org/papers/JETIR2403668.pdf