Volume : 11, Issue : 4, APR 2025

SUSTAINABILITY VS. STYLE: DECODING MILLENNIAL CONTRADICTIONS IN ETHICAL FASHION CONSUMPTION

YAMINI GEHLOT, KANTA GWALA, DR. PUJA GEHLOT

Abstract

Millennials, born between 1981 and 1996, are a pivotal demographic in shaping consumer trends, particularly in the realm of ethical fashion. This research article explores the inherent contradictions in their consumption patterns, where a proclaimed commitment to sustainability often clashes with a desire for style and affordability. Despite their vocal advocacy for environmental and social responsibility, many Millennials gravitate toward fast fashion due to its accessibility, trendiness, and low cost, creating a paradox in their purchasing behavior. This study investigates the factors driving these contradictions, including social media influence, economic constraints, and the psychological appeal of self-expression through fashion. Through a comprehensive review of literature, the article examines how Millennials navigate the tension between ethical ideals and aesthetic preferences. The discussion highlights the role of greenwashing, peer influence, and the lack of accessible sustainable options in perpetuating this disconnect. Findings suggest that while Millennials aspire to align their consumption with ethical values, systemic barriers such as high costs and limited availability of stylish sustainable clothing hinder consistent behavior. The article concludes with recommendations for stakeholders in the fashion industry to bridge this gap by offering affordable, trendy, and sustainable options, alongside educational campaigns to foster informed decision-making. By decoding these contradictions, this study contributes to understanding Millennial consumer behavior and offers insights for promoting sustainable fashion practices.

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