VEGAN FASHION AND ITS DEMAND IN THE

MARKET
ARCHITHA THOTAPALLI ARUN
Knitwear Design, Semester VII, National Institute of Fashion Technology
Chennai, Tamil Nadu, India

ABSTRACT METHODOLOGY

CONCLUSION
People are now more critical of the moral problems related to the usage of animal Secondary research

materials as a result of an increase in ethical awareness. In this study, vegans and
non-vegans are the main subject matter. This study aims to comprehend the degrees
of knowledge regarding products sourced unethically, their relationship to items
derived from animals, and their willingness to accept ethical substitutes. An analysis
of the vegan fashion market and the relationship between veganism and fashion was
done for this aim using secondary research. Additionally, two sets of questionnaires
were distributed throughout the vegan community and the non-vegan community in
order to study the relationship between consumers and vegan fashion. A comparative
research was conducted to analyse the data from the survey.
Preparation of 2 sets of questionnaires - one for vegans and the The market for sustainable fashion, as well as marketers' and the nation's
other for non-vegans expectations, have exploded thanks to the trendy term "vegan apparels."
Consumers have changed their attitudes regarding animal abuse and
Pilot survey taking a sample group of 5 people for each survey environmental protection since COVID 19.
Survey circulated to a larger group The purpose of the research paper was to understand the awareness about
unethically sourced materials, to analyse the relationship between consumers and
the same. Additionally, research was conducted to determine the level of customer
ANALYSIS acceptability of environmentally friendly, sustainably sourced alternatives.
Certain presumptions regarding the research study participants were made based
on these aims. These presumptions led to the preparation of a set of

INTRODUCTION
SUSTAINABLE FASHION
The main goals of viable
(sustainable) fashion are to identify
biodegradable or recycled fibres,
reduce carbon emissions, and lessen
the environmental impact of
clothing alone.
VEGAN FASHION
According to PETA India, the
clothing is "cruelty-free" in every
way. In other words, no feathers,
wool, fur, silk, leather, or other
materials made from animals are
permitted.
I questioned the participants about their familiarity with ecologically friendly and
sustainable fashion by asking them if they had ever made a purchase.
The following is my takeaway from the responses:
1. There were 41 vegan participants, 7 more than there were non-vegan participants,
who had already purchased eco-friendly attire. This demonstrates that vegans are
aware of the ethical implications of their purchasing decisions and have an indirect
relationship with unethical fashion.
2. 28 non-vegan individuals said "no" in response to the question. This demonstrates
that non-vegans are either unaware of sustainable options or care little about the place
of origin of their clothing.
VEGAN FASHION
questionnaires, which were then circulated to vegans and non-vegans,
respectively. A secondary research study was also conducted to comprehend
consumers and their behaviour.
More than 80% of the participants in the poll, according to the results, are
extremely aware of the negative consequences the fashion business has on the
environment.
According to survey findings, more vegans than non-vegans have been buying
ethical and environmentally friendly clothing. Both parties are amenable to
environmentally responsible alternatives.
The participants are open to experimenting with new eco-friendly fashion
alternatives regardless of cost. According to the report, 69% of non-vegans and
70% of vegans are willing to switch to alternatives.

OBJECTIVES & HYPOTHESIS

To study the general awareness
about unethically sourced
materials
To analyse the relationship of
consumers with animal sourced
materials
To understand the acceptance
level eco-friendly, sustainable,
and ethically sourced alternatives
to the consumers
The consumers are well aware that the
fashion products they consume are
unethically sourced at the cost of innocent
lives.
The increase in vegan lifestyle has led to the
boycott of unethically sourced materials such
as leather, silk, fur, etc. and has maximised
benefits to the society and environment
The consumers are not very accepting or
open to sustainable fashion alternatives and
prefer to stick to their animal sourced
materials.
55 vegan participants are completely informed about what is meant by the
phrase "vegan fashion." 15 vegan individuals were unsure if they were fully
aware of the term.
The phrase "vegan fashion" and its meaning were completely unknown to and
poorly understood by 41 non-vegan participants. However, 39 people who are
not vegans are well aware of what vegan fashion implies.
There are 16 fewer non-vegan responders that are informed about vegan fashion
than there are vegan participants.
I questioned the participants about whether they would buy vegan apparel at a
somewhat greater cost than they would typically spend in a hypothetical scenario
where style, comfort, and quality are all equal. These were the responses:
63 of the 90 vegan participants were open to switching to a more moral and
environmentally friendly option. Contrarily, just 38 of the 91 non-vegan participants
were open to switching to a more sustainable option. This demonstrates how
ecologically conscious vegans are.
In addition, 11 individuals who were not vegan stated that they would not accept
alternatives. Seven vegan participants said they would not be pleased to convert to a
more moral choice.
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Vegan Fashion or Sustainable Apparels: India's next move post pandemic (Dec
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Diffusion of Veganism in Fashion and Beauty - A Semantic Network Analysis
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Ethical Consumers’ Awareness of Vegan Materials: Focused on Fake Fur and
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Environmental Impact of Vegan Fashion: Pros and Cons (Sep 2021)
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A Study on the Characteristics and Social Values of Vegan Fashion in H&M and
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Vegan fashion: the future of fashion lies in veganism? - textilegence
CLOTHING FROM VEGAN WOOL FIBRES - textilevaluechain.in
Vegan Fashion or Sustainable Apparels: India's next move post pandemic