Literature Review: Indian Consumers' Behavior towards Buying Fashion Apparel Online

This review paper provides a comprehensive examination of the changing behavior of Indian consumers in the context of online fashion apparel shopping. With the rapid rise of internet penetration, smartphone usage, and digital payment infrastructure, India has witnessed a significant transformation in retail consumption patterns, particularly in the fashion segment. This review delves into the key factors influencing consumers’ online apparel purchasing decisions, including individual characteristics such as brand consciousness, price sensitivity, fashion awareness, and impulsiveness. It also explores technological enablers like ease of website navigation, accessibility, information search capabilities, and perceived usefulness—elements that enhance consumer engagement and trust. Additionally, the review investigates transactional and socio-psychological considerations such as perceived risk, convenience, social influence, and lifestyle alignment. Drawing upon a wide array of empirical studies and theoretical frameworks—including the Consumer Styles Inventory and the Technology Acceptance Model—this paper synthesizes insights to present a holistic view of online shopping behavior in the Indian fashion market. The findings underscore both the opportunities and challenges associated with e-commerce, such as consumer satisfaction, delivery logistics, product authenticity, and privacy concerns. Ultimately, this review highlights the critical need for businesses to understand consumer motivations and behavior to capitalize on the growth of India’s online fashion retail sector.