Millenials (Gen Y) Perception Towards Sustainable Fashion

This study explores Millennials’ views on sustainable fashion, focusing on how aware they are of environmental issues, ethical consumption, and the influence of digital media. Using a quantitative survey, the research examines how social media, influencers, and brand transparency affect Millennials’ attitudes and buying choices. The findings indicate that many respondents are aware of the negative impacts of fast fashion, but high costs, limited availability of sustainable products, and skepticism about sustainability claims still hinder the shift to sustainable fashion. The study emphasizes the need for genuine sustainability communication and better access to eco-friendly products to bridge the gap between attitudes and actual buying behavior. The report concludes with recommendations for future research and strategies to promote a more sustainable and ethical fashion industry.