• Faiza Azeem
  • Afzal Adamjee


Sustainability is the most pressing issue of our time and it is particularly relevant in the textile industry, especially when it comes to Fashion. The fundamental change that is essential to go down the path of sustainability in fashion is to transform into a circular economy which is the very radical substitute to a traditional economy that start from scratch, redesign, reuse, and fully remodel an item of clothing. This is the proper use of available resources by preserving the value for a period while reprocessing the fabric after it has completed its life cycle. Wasting textiles cause major climate change; therefore, reducing, reusing, and recycling are the steps that must be taken for the sustainable fashion industry. Considering the importance of sustainability in today’s world, this research is much needed to determine the degree of awareness among Pakistani consumers concerning Sustainable clothing. The collected data showed that consumers were conscious but to some degree and required further growth, as in their view, sustainability is limited to the definition of biodegradability, recycling, usage of organic materials and less use of chemicals. Additionally, it is also observed that while consumers are concerned about the negative impacts of the fashion industry and aware customers are willing to pay extra for sustainable clothes based on quality and design, but still there is enough gap in their understanding of ethical fashion which needs to be filled. This paper also analyses the disposal behavior of consumers and found that donating cast-off clothes is the most widely used method in Pakistan

Author Biographies

Faiza Azeem

Faiza Azeem is a research scholar at University of Karachi. Her email address is

Afzal Adamjee

Afzal Adamjee is working as an assistant professor and Head of Research in Textile Institute of Pakistan. He can be contacted at


Aakko, M., & Koskennurmi-Sivonen, R. (2013). Designing Sustainable Fashion: Possibilities and Challenges. Research Journal of Textile and Apparel, 17(1), 13-22.

Bismar, A. (2020). Sixteen Principles for a Circular Fashion Industry. Green Strategy [Online] [Acessed on November 2019]

Carrigan, M. & Attalla, A. (2001), “The myth of the ethical consumer; do ethics matter in purchase behavior?”, Journal of Consumer Marketing, Vol. 18 No. 7, pp. 560-577.

Clark H (2008) SLOW + FASHION—an Oxymoron—or a Promise for the Future? Fashion Theory, 2(4): 427-446

Culture Unbound (2014) vol. 6. Theme 5

Ellen MacArthur Foundation. Towards the Circular Economy: An Economic and Business Rationale for an Accelerated Transition; Ellen MacArthur Foundation: Cowes, UK, 2013

Fraj, E. & Martines, E. (2006), “Environmental values and lifestyles as determining factors of ecological consumer behaviour: an empirical analysis”, Journal of Consumer Marketing, Vol. 23 No.3, pp. 133-14

Gazzola, P., Pavione, E., Pezzetti, R. and Grechi, D., 2020. Trends in the Fashion Industry. The Perception of Sustainability and Circular Economy: A Gender/Generation Quantitative Approach. Sustainability, 12(7), p.2809.

Hethorn, J. and Ulasewicz, C., 2008. Sustainable fashion: why now? New York, NY: Fairchild Books, Inc

Indrajith, R., & Dr.R.Annakodi, D. R. A. (2018). Investigation on the awareness of ethical fashion in Coimbatore. International Journal of Pure and Applied Mathematics, 119(18), 172–173. http://www.

Joy, A., Sherry, J.F., Venkatesh, A., Wand, J. and Chan, R. (2012), “Fast fashion, sustainability, and the ethical appeal of luxury brands”, Fashion Theory, Vol. 16 No. 3, pp. 273-296, doi: 10.2752/17517411 2X13340749707123.

Littler J, Radical Consumption: Shopping for Change in Contemporary Culture. Maidenhead: New York: Open University Press, 2008. 160 pp. Journal of Consumer Culture. 2009; 9(3):422-424.

McDonald, S., Oates, C., & Thyne, M. (2009), “Comparing sustainable consumption patterns across product sectors”, International Journal of Consumer Studies, Vol. 33, pp.137-145.

Nicholls, A. & Lee, N. (2006), “Purchase decision-making in fair trade and the ethical purchase ‘gap’: is there a fair trade twix?” Journal of Strategic Marketing, Vol. 14 No. 4, pp. 369-386.

Paço, A., Leal Filho, W., Ávila, L. V., & Dennis, K. (2021). Fostering sustainable consumer behavior regarding clothing: Assessing trends on purchases, recycling and disposal. Textile Research Journal, 91(3–4), 373–384.

Patil, S. S. (2018). A study of awareness regarding sustainable clothing among employed women. International Journal of Research in Biosciences, Agriculture and Technology, VI (1), 498–505. https://

Saricam, C., Erdumlu, N., Silan, A., Dogan, B. and Sonmezcan, G., 2017. Determination of consumer awareness about sustainable fashion. IOP Conference Series: Materials Science and Engineering, 254, p.172024.

Saunders, M. N. K., et al. Research Methods for Business Students. 6th ed, Pearson, 2012.

Additional Files