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Sorubini P, Santha and Krishnan, Jayasree (2025) Navigating Sustainability and Consumer Behaviour in Fashion: Brand Avoidance, Digital Influence, and Emerging Trends Among Gen Z and Millennials. International Journal of Innovative Science and Research Technology, 10 (5): 25may1390. pp. 1920-1928. ISSN 2456-2165

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