Sustainable Apparel Preferences among Women: A Comparative Analysis of Urban and Rural Environments

Abstract

Sustainable fashion is gaining momentum in India, yet its adoption varies across urban and rural women because of variations in awareness, economic capacity, and accessibility. This review examines key factors influencing sustainable apparel choices among women, highlighting urban consumers' higher engagement due to better information access, financial resources, and social influences. Conversely, rural consumers face barriers such as affordability constraints, limited product availability, and lower awareness levels. The study underscores the need for targeted educational campaigns, improved supply chains, and financial incentives to bridge the gap. By addressing these disparities, sustainable fashion can become more accessible and widely adopted across diverse consumer groups. The findings offer valued perceptions for policymakers, industry stakeholders, and researchers seeking to advance sustainability in the apparel sector through strategic interventions. Among urban and rural women due to differences in awareness, economic capacity, and accessibility. This review examines key factors influencing sustainable fashion choices among women, highlighting urban consumers' higher engagement due to better information access, financial resources, and social influences. Conversely, rural consumers face barriers such as affordability constraints, limited product availability, and lower awareness levels. The study underscores the need for targeted educational campaigns, improved supply chains, and financial incentives to bridge the gap. By addressing these disparities, sustainable fashion can become more accessible and widely adopted across diverse consumer groups.