Journal of Pharmaceutical Negative Results ¦ Volume 14 ¦ Regular Issue 03 ¦ 2023 143 A STUDY ON UNDERSTANDING THE ROADBLOCKS IN ADOPTION OF SUSTAINABLE FASHION IN INDIA Divya Sarkar 1 *, Suwarna Deshmukh 2 , Siddharth Agarwal 3 , Shivangi Saxena 4 1,2,3 Assistant Professor, Lovely Professional University Jalandhar, Punjab, India. 4 Career Analyst and content writer. Sayacareerforte@gmail.com Corresponding Author: Suwarna Deshmukh, Assistant Professor Lovely Professional University Jalandhar, Punjab, India. DOI: 10.47750/pnr.2023.14.03.21 The term sustainability can be stated as the ability to meet the current needs for development without impacting on the future generations abilities to meet with their own needs. The need to encourage sustainable fashion is very essential as it can contribute enormously towards creating a better living scenario for the future generations to come. The study uses non- probabilistic method of sampling in which judgment and convenience sampling is used for collecting data. A structured questionnaire has been designed from the literature review conducted for the study in a 5 Point Likert Type scale. A total of 240 responses have been collected which would be sufficient for conducting statistical analysis such as multiple linear regression. the dominance of the demographic characteristics such as gender, age, income status and employment on the concerns for sustainability in fashion is statistically proven. The need to include demographic aspects when talking on the matter thus is quite crucial. The study have shown that there are four items extracted that can define overall need for sustainable fashion. These four factors are categorised based on their characteristics and are termed as performance expectancy measure, the perceived ease of use, social influence and the utilitarian value. All the factors are important considerations in fashion and now are being found to cause an impact on the sustainable fashion aspect as well. However, the intention to adopt sustainable fashion is found to be affected by only two factor including the social influence and perceived ease of use. Keywords: Sustainable; Fashion; India; Social; Influence. Introduction The acknowledgement for sustainability and its various important aspects has been realised to a large extant in the present times. The term sustainability can be stated as the ability to meet the current needs for development without impacting on the future generations abilities to meet with their own needs (Wilkinson et al., 2001). The need for having a sustainable approach towards the way of functioning in the present situation is of utmost importance. While there are a number of ways in which sustainability has been propagated by the industries across the world, there is sufficient amount of efforts made by the fashion industry as well. The concept of sustainable fashion refers to encouraging the trend of slow fashion and can be associated with beliefs such as ethical fashion and green fashion (Henninger et al., 2016). The revolution for sustainable fashion became more prominent during the era when the consumers realised the importance and necessity of the same to be able to survive in the future. The scope of fast fashion is quite limited in terms of sustainability as it includes consumers not utilising their garments repeatedly in the future course of time. On the other hand when accepting the means of sustainable fashion, the consumers are utilising on the garments while protecting the needs of the environment. The studies focusing on sustainability has been seen to spread across various topics including that of business sustainability,