The fashion industry is facing increasing pressure to adopt more sustainable practices due to growing environmental and ethical concerns, necessitating a better understanding of how consumers across different regions perceive these changes. This study examined the European and South Asian consumer perception of sustainable fashion. It encompassed an in-depth analysis of relevant theories, including Consumer Culture Theory, Hofstede´s Cultural Dimensions, Stakeholder Theory and Theory of Planned Behavior, to understand both regions.

The purpose was to compare Europe and South Asia to comprehend behavioral and cultural differences influencing adoption of sustainable fashion and circular economy. The scope of the study encompassed a survey of over 140 participants from Europe and South Asia, complemented by case studies of Nike and H&M to enrich the research findings.

Results provide insights on geographic location shaping consumer mindset for sustainable fashion and evaluating various factors which build the narrative for such purchase intentions.

Findings highlight the relevance of culture and its impact on the countries under study, regional difference in perception of sustainability, along with factors that can help in promoting sustainable fashion. This study provides practical and theoretical implications for fashion brands, multinational companies, marketing agencies, and policymakers seeking to navigate sustainable fashion by incorporating updated local cultural preferences, consumer expectations and education on the subject.