A STUDY TO ANALYZE THE BUYING ATTITUDE OF GenZ FOR RECYCLED CLOTHS IN CHENNAI.

Abstract

 This study investigates the buying attitude of Generation Z consumers in Chennai, India, towards recycled clothing, focusing on factors influencing their purchasing decisions and their overall perception of sustainable fashion. Using quantitative approach, data were collected through surveys and interviews with 200 respondents aged 18–25. The findings reveal that while Gen Z consumers are generally supportive of environmental sustainability, their actual purchasing behaviour is influenced by factors such as price sensitivity, brand perception, and style trends. the study highlights the potential for growth in the recycled clothing market in Chennai if brands address these factors effectively. Implications for sustainable fashion retailers are discussed, along with recommendations for future research.