Keywords
sustainability
behavioural economics
consumer decision-making
SCS
Categories
How to Cite
Abstract
Consumer behaviour now prioritizes sustainability because thrift shopping has become a substitute for fast fashion. This article examines the behavioural economic principles which determine consumer buying behaviour at thrift stores by studying the economic characteristics of samples collected from Ernakulam district in Kerala. The research uses primary data by interviewing people and performing statistical analyses which contain correlation tests and the Sustainable Consumption Score (SCS). Research outcomes show that both socio-economic variables and ethical awareness levels strongly affect consumer decisions. This article show how social stigma is fading and environmental concern is increasing by education and awareness. The findings highlight which behavioural economic principles are working behind the behavioural shift behind the growth of second hand cloth shopping boom.
References
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3. Igini, M. (2024, May 30). 10 concerning fast fashion waste Statistics. Earth.Org. https://earth.org/statistics-about-fast-fashion-waste/
4. India’s share of global trade in textiles and apparel stands at 3.9%. (n.d.). https://pib.gov.in/PressReleasePage.aspx?PRID=2089508#:~:text=India%20is%20the %206th%20largest,trade%20in%20textiles%20and%20apparel
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