Sustainable Fashion Consumption: Behavioral Drivers and Barriers in Emerging Markets

Abstract

The global fashion industry is undergoing growing scrutiny due to its environmental footprint, resource intensity, and labor practices. While sustainable fashion initiatives have gained traction in developed economies, consumer adoption patterns in emerging markets remain uneven and underexplored. the behavioral drivers and barriers influencing sustainable fashion consumption in emerging economies, where rising incomes, urbanization, and digital connectivity are reshaping purchasing behavior. determinants such as environmental awareness, social norms, cultural values, price sensitivity, brand trust, and perceived product quality. Although consumers in emerging markets increasingly express concern about environmental issues, a gap often exists between pro-environmental attitudes and actual purchasing decisions. High price premiums, limited availability of sustainable apparel options, lack of credible certification, and information asymmetry frequently discourage adoption. Behavioral factors such as status signaling, peer influence, and habit persistence further shape consumption patterns.