One of Dr. Gupta’s research stream focuses in the area of sustainability in the fashion industry. Her research developed ‘style orientation’ scale, a potential solution that can change long-term consumer and societal behavior, ultimately enhancing long term quality of life. To foster sustainable consumption practices in the fashion industry, Dr. Gupta’s research recommends not only an active involvement from the consumer but also cooperation of government and trade organizations at the macro level. Her research further investigates issues of consumer well-being in the fashion industry which is known to encourage over-consumption and socially irresponsible behavior.