Purpose – Purpose of the paper is to find the relationship between perceptions based values in terms of product sustainability and environmental sustainability of fashion supply chains among young generation Y consumers and their purchasing decision for eco-fashion apparels. Findings – Knowledge about the benefits of sustainability of eco-fashion products can direct purchasing behaviour of generation Y customers. Originality/value – The paper has pointed out that personal belief and value system of customers can direct purchasing decision of customers while purchasing eco-fashion products.
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