• Chandni Kumari
• GaganPreet Singh

With growing concern for sustainability in world the term “Fast Fashion” is popular amongst consumers who enjoy shopping with cheaper rates purchase and trendy styles. This study investigated 200 consumers of fast fashion clothes in India (Punjab region) to understand their perspective, awareness level, factors influencing their decision making. The data collected of Consumers of India (Punjab) was analyzed using correlation, multiple regression to find whether awareness and attitude effects their purchasing behavior. Next, we focused on alternatives available for consumers and what consumers feel about thrifting, renting, and buying from secondhand shops. Based on the results we found out most of the consumers were aware of fast fashion and its environment, yet they choose to buy from those fast fashion brands. Moreover, it was found despite being the consumer of fast fashion consumers were open to try or purchase from secondhand shop or would love to rent their clothes to promote sustainability and there is a relationship between awareness and purchasing behavior.

awareness and attitude, sustainable alternatives, renting, thrifting, regression, correlation

"Assessing consumer perceptions and behaviour towards fast fashion and its environmental Impact: a study in the Indian context", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.11, Issue 5, page no.b440-b475, May-2024, Available :http://www.jetir.org/papers/JETIR2405158.pdf

"Assessing consumer perceptions and behaviour towards fast fashion and its environmental Impact: a study in the Indian context", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.11, Issue 5, page no. ppb440-b475, May-2024, Available at : http://www.jetir.org/papers/JETIR2405158.pdf