V. Kumar
Abstract
India is a country with people of different cultural background and community. Clothing is treated differently in India. Owing to the significant social meaning held by textiles, clothing used to be rarely discarded. Instead, it used to be frequently recycled for both the domestic and global markets. But with influx of global brands with affordable, machine-made, synthetic clothing and an excess disposable income, buying in excess has become accessible to all.
The research is aimed at establishing an understanding of how consumers dispose of fashion products and how to increase sustainable consumption. In addition to this, two aspects will be analysed:
1. The youth have learnt from society to ignore the value of goods once used, and hence do not possess respect for these products.
2. The people who manage to repair and not replace the product will be treated as misers and financially paralyzed, as new products are equated with status symbols.
This research examines the effects of overconsumption of clothing in India and understanding the growth of the fast fashion industry. It is also aimed at establishing an understanding of how consumers dispose fashion products and what their level of awareness about sustainability is. Research has identified the influences in increased purchase behaviour and the tendency to keep clothing for a shorter time. This is an ongoing research trying to explore and understand the current status of throwaway culture with the youth in India and to propose sustainable solutions.