Commerce

The fashion industry, long known for its environmental impact, has recently seen the emergence of a new wave of ecofriendly fashion start-ups that are pioneering sustainable practices.by growing concern about environmental damages and ethical practices, consumers are also getting attracted towards clothing brands that prioritize eco-friendly materials These innovative companies are challenging the traditional linear model of fashion production and consumption by adopting circular economy principles, promoting ethical manufacturing, and offering consumers more sustainable clothing options. This paper examines the growth of eco-friendly fashion start-ups, their unique approaches to sustainability, and the impact they are having on the broader fashion industry.

The buying behaviours of Gen Z, a generation defined by its digital nativity and distinct social values, has become a focal point for marketers, especially within the luxury sector. This research paper explores the unique dynamics that drive Gen Z consumers towards luxury products, examining the psychological, social, and economic factors that influence their purchasing decisions. Unlike previous generations, Gen Z exhibits a paradoxical relationship with luxury, where traditional notions of exclusivity intersect with a desire for authenticity, sustainability, and social impact. This study utilizes survey, to analyse the motivations behind Gen Z's luxury purchases. The primary goal of this study is to provide a full understanding of Generation Z's impulsive purchasing behaviours when it comes to luxury things. Furthermore, it tries to understand the different elements and factors that influence their proclivity to make unplanned online purchases of luxury goods. For the purposes of this study, we used a 130 samples. A standardized questionnaire was used to collect data, which was done methodically. Key findings reveal that social media influence, brand identity, and the alignment of luxury brands with personal values are critical determinants of purchasing behaviours. The research also highlights the role of impulsivity, peer influence, and the need for self-expression in driving luxury consumption among Gen Z. By understanding these factors, brands can better tailor their marketing strategies to resonate with this influential demographic, ensuring relevance in an increasingly competitive market.