The influence of sustainable fashion on consumer behavior and purchasing habits in Lebanon

Abstract

The purpose of this study piece is to look at the influence of sustainable fashion on consumer behavior in Lebanon. The essay examines the origins of sustainable fashion in the 1960s and its subsequent expansion, emphasizing its links to ethical employment practices, sustainable business methods, and ecologically friendly goods. According to the report, the fashion industry is one of the most polluting, and customer demand for eco-friendly clothes has skyrocketed. The primary goal of the research is to determine the elements that influence customers' choices of sustainable products. Specific study concerns include how sustainability impacts consumer choices in the fashion business, how attitudes and actions toward sustainability varies between generations, and how much customers are prepared to spend on more sustainable clothes. The study intends to bridge knowledge gaps, such as the need for greater research on the role of corporate behavior in supporting sustainable consumption and the variables that encourage and impede sustainable consumption in the fashion sector. Overall, the study's findings have important implications for sustainable fashion marketing and management, as well as for the development of methods and legislation that encourage ethical purchase in the garment industry. The study also seeks to shed light on how businesses may use sustainable techniques to obtain a competitive edge in the fashion sector while addressing serious environmental and social challenges linked with apparel manufacture.