Consumer Perception and Trust in Sustainable Fashion: The role of NGOs and information sources

Abstract

The fast fashion sector is currently facing a unique and complicated situation due to the increased public awareness of environmental sustainability. Fast fashion companies have come under fire for their environmental practices and subsequent effects on consumer behavior as a result of the growing demand for sustainable products, which has brought attention to their business practices. In order to explore these viewpoints, this thesis looks first at how customers perceive environmentally friendly practises in the fast fashion sector and how it affects their purchasing habits. In order to understand how consumers evaluate the reliability of such sources, it also closely examines the role and reliability of Non-Governmental Organisations (NGOs) in disseminating claims of greenwashing against these firms. A key component of this research is the effect of information sources on consumers' perceptions of fashion brands and their ability to trust them. These interconnected research topics as a whole seek to provide a thorough understanding of consumer behaviour in the context of sustainable practices and greenwashing claims in the fast fashion business, as well as how these dynamics are influencing this industry's future.