Consumption practice within sustainable fashion: An Indian perspective: Sustainable fashion and consumption practices

Research output: ThesisDoctoral Thesis


In my thesis, I am looking at sustainable fashion through consumption practice lens.
Research within the field of fashion and sustainability is highly inclined towards consumer buying behaviour. Product acquisition has played a central role in sustainable consumer research, yet the consumers who have positive attitude towards sustainability are not able to translate their attitude into their behaviour.This is discussed as attitude-behaviour gap and researchers have been unable to explain this disconnect. Thus, in this research, I will look through a practice theory lens to add knowledge to consumer research in the field of sustainable fashion. Practice theory, therefore, directs towards practicalities of product use. In addition to this, consumer research in the field of sustainability has predominantly remained limited to the Global North. A similar pattern exists in the fashion industry as well where sustainable consumption is set against the backdrop of Global North. Hence, this research aims to contribute to this growing area of research by deepening the understanding on sustainable fashion consumption in the Global South, which in this thesis will focus on India. Rapidly growing middle-class in India is one of the many phenomena which has profoundly affected the purchasing patterns, and subsequently meanings associated with different forms of consumption. While India is not representative of all the developing and emerging economies within the Global South, it plays a crucial role in the fashion industry, and therefore, serves as a significant starting point to draw on sustainable consumption practices.
Original languageEnglish
Awarding Institution
  • Royal Holloway, University of London
  • McCarthy, Lauren, Supervisor
  • Chatzidakis, Andreas, Supervisor
  • Maclaran, Pauline, Supervisor
  • Laamanen, Mikko, Supervisor
Publication statusUnpublished - 2023

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