The Influence of Sustainable Fashion on Consumer Behavior and Purchasing Habits in Lebanon

Abstract

This study intends to investigate how sustainable fashion affects consumer behavior in Lebanon. The factors that affect consumers’ choice of sustainable fashion are examined in this study using a quantitative research design. These factors include consumers’ beliefs, attitudes, knowledge, perceptions of quality, trust in company brands, how companies portray responsible behavior, willingness to pay more, and environmental awareness. The investigation of how customer views, beliefs, and perceptions about pricing, trust, quality, and sustainability influence their purchasing behavior is the specific aim of the study. The survey randomly distributed, and 259 participants responded to it, with their responses being taken into account in the final analysis. Factor analysis, logistic regression, besides descriptive statistics were used to analyze the data. The results confirm the predictions that customer beliefs, attitudes, perceptions of quality, and brand trust are key factors in influencing the choice of sustainable clothing. Overall, the research offers useful information for businesses and decision-makers who want to support sustainable fashion and grasp the important factors affecting sustainability in the fashion sector. This research has important implications for sustainable fashion marketing and management and can be used to develop strategies and policies that support ethical garment purchasing.