A STUDY ON SUSTAINABLE CLOTHING MARKET WITH REFERENCE TO PUNE CITY

The purpose of this study is to understand the buying behavior towards sustainable and ecoclothing. This paper presents the facts, figures and general awareness about eco fashion and eco clothing. It also elaborates the environmental impacts about the raw material and manufacturing process used for clothing and suggests Sustainable Raw Material be preferred for sustainable clothing's in India, The purpose of this paper is also to examine the relationship between eco fashion and their willingness to pay a premium for eco-clothing's with the focus on gender and age group. This paper classifies the consumer into 7 types with respect to specific attitude to sustainable and eco-clothing within the sample of 119 in Pune region. The findings will help fast fashion retailers, marketers, environmental activists, ecological researchers, charity institutions and public policy makers.