CONSUMER ATTITUDE AND PURCHASE INTENTION TOWARDS ORGANIC APPARELS IN THE LUCKNOW REGION

Abstract

This research examines how people view and buy organic clothes in Lucknow city – the environmental awareness, the ethical considerations, the affordability, and the quality perception. They also perform quantitative survey analysis to get the picture of regional consumer preferences. Findings: awareness of organic clothing increases but affordability and availability are the key to widespread use. The younger the consumer and the more money he makes, the more willing he is to buy organic clothes. It ends with market suggestions to increase consumer interest and sustainable fashion in Lucknow.