TO A GREEN AHMEDABAD: INFLUENCING CONSUMERS PREFERENCES TOWARDS SUSTAINABLE FASHION

Abstract [English]

Ever since the Industrial Revolution (1760), clothing and fashion industry have significantly influenced the consumers’ preferences, and also got influenced by the same. The current ecological crisis, aggravated by the negative impact of industrial wastes, are but the eventual outcome of the same. Numerous awareness campaigns proved as inadequate to bring in positive change in the scenario, owing to the complexities of policies and instigations of overconsumption from the industries’ end. Being the ‘Manchester of India’, Ahmedabad is in the forefront of this catastrophe. Therefore, this study aims to investigate how customer preferences can be influenced to foster a sustainable environment in the city. By incorporating outcomes of conducted surveys, and analysing previous research, this article proposes a business model focusing on the reduction of environmental impact, by means of sustainable consumption, conservation of resources, and empowerment of artisans and communities in Ahmedabad.