Sustainability in Fashion Industry: A Novel Approach for Consumer Buying Decision in Post Pandemic Era

Abstract

The buzz word Vegan Apparels has shot up the market of Sustainable fashion industry, the expectations of the marketers and the country. Post-Covid 19 the consumers have become more humanly towards animal cruelty and protection of the environment. This research paper will analyze the shift of the nation towards vegan and sustainable apparels. This is an exploratory paper based on primary and secondary research methods. Findings of the research paper provide that though the apparel industry was worst hit by the pandemic but there would be a rise in the demand for such products in India in the coming future. This paper is a sincere effort of the authors to identify the effect of the pandemic on the purchase behavior of Vegan and Sustainable apparel.