Authors - Ashiqha Sultana, Kalyani Suresh Abstract - Sustainable fashion apparel purchase on Instagram has utmost importance in recent times, as Indian consumers are currently influenced by many factors that finally lead them to purchase intention. This paper tries to examine and explore the Indian consumer mindset towards sustainable fashion apparel on Instagram and the connection between demographics and consumer identity of the consumers with the sustainable constructs. Responses were taken from 100 respondents using snowball sampling from different parts of India. Results of the study show that there is a significant association between demographics, patterns of interacting with sustainable fashion apparel on Instagram, and Consumer Identity. The study also reveals the strong connection between Indian consumers and purchase intention, consumer identity, sustainable constructs, purchase behaviour, and Instagram motivation.
