FROM CLOSET TO LANDFILL: THE IMPACT OF FAST FASHION ON SUSTAINABILITY

Registration ID: IJNRD_327225

Published ID: IJNRD2607287

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Devina Kukreja

Theory of Planned Behavior (TPB), Green Product Recognition, Circular Fashion Economy, Perceived Behaviour Control, Ethical manufacturing, Resource efficient, Sustainable Development Goals.

Sustainability has transcended modern trends to become a foundational imperative of the 21st century shifting global attention towards ecological balance. A study by ClimateSeed suggests that the fashion industry accounts for roughly 10% of global greenhouse gas (GHG) emissions, more than all international flights and maritime shipping combined. The emerging fast fashion industry has transformed clothing from a necessity into a symbol of status and consumerism, leading to overconsumption and inappropriate disposal practices. This study investigates consumer purchasing behaviour, awareness of the environmental impacts of fast fashion, clothing disposal practices, and the factors influencing purchasing decisions. It aims to foreground the importance of a sustainable approach towards fashion, especially in the Indian context while sensitizing the consumers towards judicious use of resources. The Theory of Planned Behavior explains how behavioural intentions and perceived behavioral control influence individual actions. Addressing the environmental concerns and importance of sustainability many fashion companies are adopting ‘The Circular Model’ of economy and are coming up with recycling and upscaling techniques of manufacturing. The study employed a mixed-methods research design with a collection of quantitative data through a structured survey and qualitative insights obtained from semi-structured interviews of clothing manufacturers and retailers/sellers along with a detailed study of secondary data followed by consumerism analysis. It aims to bring out and propose some solutions towards sustainable buying. The survey explored purchasing frequency, influencing factors, awareness of sustainability, disposal of used products, and willingness to adopt environmentally responsible practices. The interviews provided an all-rounded industry perspective on production practices, consumer demand, pricing strategies, market trends, and the challenges associated with implementing sustainable fashion. The findings indicate that while many consumers demonstrate awareness of the environmental consequences of fast fashion, this awareness does not consistently translate into sustainable purchasing behaviour. The study also reveals that many consumers believe fast fashion brands promote frequent buying through aggressive marketing and rapidly changing collections. Although respondents expressed willingness to adopt sustainable practices such as donating, recycling, purchasing durable clothing, and reducing unnecessary purchases, practical barriers including affordability, convenience, and limited awareness continue to hinder behavioural change. The study concludes that promoting sustainable fashion requires collaborative efforts from consumers, manufacturers, retailers, and policymakers through awareness campaigns, responsible production practices, and policies that encourage circular fashion and reduce textile waste.

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Devina Kukreja (July-2026). FROM CLOSET TO LANDFILL: THE IMPACT OF FAST FASHION ON SUSTAINABILITY. INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT, 11(7), c833-c842. https://ijnrd.org/papers/IJNRD2607287.pdf

Volume 11 Issue 7, July-2026

Pages : c833-c842

Paper Reg. ID: IJNRD_327225

Published Paper Id: IJNRD2607287

Research Area: Other area not in list

Author Type: Indian Author

Country: Faridabad, Haryana, India

Published Paper PDF: https://ijnrd.org/papers/IJNRD2607287.pdf

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Journal Name: INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT(IJNRD)

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