Sustainable fashion in India : a study on altering consumer’s fashion preferences through public policy

Abstract

The fashion industry's impact on environmental pollution has become a pressing global concern, prompting the need for urgent action. This dissertation aims to examine the challenges posed by fashion industry pollution and explore potential solutions within the context of sustainable fashion in India. Through a comprehensive literature review, the perception of fashion as a medium and consumer behaviors associated with fashion were analyzed. Additionally, current technology solutions related to sustainable fashion were evaluated.

The study also delved into the production process of Ayurvastra, a traditional Indian natural dyeing method, to assess its viability and effectiveness in addressing the challenges of sustainable fashion. Furthermore, a semiotic analysis was conducted to explore the communicative role of fashion in shaping identity, particularly focusing on socio-political symbols in India.

The findings revealed that the term "sustainable fashion" is often used ambiguously, necessitating the development of an index to measure the level of sustainability in fashion products accurately. Ayurvastra emerged as a promising alternative to synthetic dyeing due to its reduced water consumption, self-dyeing capabilities, and emphasis on the health and medicinal value of cloth. Moreover, Ayurvastra's production could contribute to increased agricultural cultivation, thus fostering economic growth in India.

Furthermore, the study examined the role of government in influencing fashion trends and the adoption of sustainable practices. It was found that political leaders' impact on fashion behavior was limited, while civil servants held more potential in shaping fashion trends. The charkha, despite its limited use, was associated with self-sufficiency and sustainability.

Based on these findings, the dissertation recommends that public policy should prioritize trend-setting initiatives to drive technological transitions towards sustainable fashion. This includes the implementation of eco-labels, standardization tools, and promoting the charkha as a symbol of sustainable fashion. By adopting these recommendations, India can actively address fashion industry pollution, become a leader in sustainable fashion, and foster a more environmentally conscious and socially responsible fashion industry