International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

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Volume 8 Issue 3
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The Paradox of Conscious Consumption: Why Sustainability Awareness Does Not Reduce Fashion Purchases?

Author(s) Ms. ADITI AGARWAL, Dr. MAKARAND JOSHI, Dr. NEHA CHOKSI, Mr. SANCHAYAN MONDAL
Country India
Abstract The worldwide fashion industry finds itself dealing with a crucial dilemma: fast fashion consumption is still rising even as consumers become more conscious of sustainability issues. This study looks into the underlying causes of the lack of a significant decrease in fast fashion shopping behavior when sustainability awareness is raised. The research identifies important psychological, social, and economic factors sustaining fast fashion demand by drawing on a thorough analysis of scientific and theoretically grounded literature, including empirical studies based on the Theory of Planned Behavior (TPB), cognitive dissonance theory, and social identity frameworks.
Although consumers show high levels of environmental concern, variables like low pricing, social influence, impulsive purchase behavior, as well as perceived behavioral control hinder sustainable consumption behaviors, according to a qualitative synthesis of secondary evidence from several academic sources. The results demonstrate a persistent attitude-behavior gap in which customers justify unsustainable purchases even when they are aware of the negative effects on the environment.
The study comes to the conclusion that changing consumption patterns requires more than just raising awareness of sustainability. To close this gap, structural interventions are needed, such as behavioral incentives, better access to alternatives that are environmentally friendly and nudging tactics. The study adds to the body of knowledge on consumer behavior by providing an integrated framework that clarifies the dilemma and offers useful information for marketers and legislators who want to encourage the adoption of sustainable fashion.
Keywords Sustainable Consumption, Fast Fashion, Consumer Behavior, Sustainability Awareness
Published In Volume 8, Issue 3, May-June 2026
Published On 2026-05-07
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E-ISSN 2582-2160
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