Eco-consciousness is a concern in consumer buying behavior especially with the fast fashion demands by the youth. Campaigns, on being sensitive and good to the environment and enhanced consumer well being for a better tomorrow, are being undertaken by fashion-conscious personalities and organizations.
A research study was conducted by Ms.Tejashree Gaikwad Ms. Sakina Shajapurwala under the guidance of Dr. Vishaka Karnad and Mrs. Vibhuti Khedekar from College of Home Science Nirmala Niketan Affiliated to the University of Mumbai. It was presented at the Avishkar Research Convention. The study involved hands-on research endeavor to create eco-consciousness amongst youth (Target group 18-22 years). It was specific to creating awareness about natural fabrics and remodelling garments and to bring such fresh fashion to the threshold.
It is important to stabilize fast-moving fashion, to reduce wastage and dumping old garments and leveraging the use of natural fabrics that are bio-degradable along with being India’s strong indigenous reserve. Data was gathered with online survey and other means for enhancing eco-consciousness in the focus area were executed. Tools employed for creating eco-consciousness among youth specifically to using natural fabrics and remodelling of garments included press articles, videos, radio features, online presence on social media and conducting demo-workshops thereby activating eco-consciousness. Data analysis and findings shared emphasize the need for such initiatives for making the youth eco-conscious. The initiatives undertaken received appreciation and constructive respondent’s feedback leading to further recommendations for intensive research in this emergent area of Eco-consciousness.