( ISSN 2277 - 9809 (online) ISSN 2348 - 9359 (Print) ) New DOI : 10.32804/IRJMSH

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SUSTAINABLE FASHION CONSUMPTION: A STUDY ON CONSUMER AWARENESS AND WILLINGNESS TO PAY A PREMIUM IN URBAN MARKETS

    1 Author(s):  DR. SHIKHA CHOUDHARY

Vol -  17, Issue- 1 ,         Page(s) : 256 - 259  (2026 ) DOI : https://doi.org/10.32804/IRJMSH

Abstract

The fashion industry is one of the most resource-intensive and environmentally damaging industries worldwide. In response to growing environmental concerns, sustainable fashion has emerged as a responsible alternative emphasizing ethical production, environmental protection, and social accountability.

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