Influencing factors and barriers in the adoption of Eco Fashion (sustainable fashion)

1) Affordability: the cost of the garment motivates the consumer to use it for a longer duration.

2) Awareness: European consumers are pretty much aware of eco-fashion as compared to Asian and Middle-Eastern consumers.

3) Celebrity endorsements: consumers are comfortable buying eco-fashion if a well-known celebrity endorses it.

4) Brand: brands & corporations are adopting strategies in order to become sustainable so that what we wear doesn't wear out our planet.

5) Style: fashion is an effective tool used by consumers to show off their material wealth, and status in society.

1) Price: for most consumers, the higher cost of eco-fashion keeps them away from buying it.

2) Cheaper fast fashion: leading fast-fashion clothing companies like Zara and H&M to offer clothes at very competitive prices and thereby hinder sustainable consumption.

3) Availability & Accessibility: considering eco-fashion is still a niche sector consumers bring forth the issue of availability and access to eco-friendly clothing.

4) Unattractive Styles and Perceived Quality: the fear of being perceived as frugal or poor, hygiene and sanitary aspects deter consumers from adopting eco-fashion