An Empirical Study on Determinants Influencing the Purchase Intention of Consumers Towards Sustainable Clothing in India

Abstract

Purpose: The purpose of the paper is to discover the influence of Perception of Sustainable Clothing (PSC), Expectations of Sustainable clothing (ESC), Environment Concern (EC) and Subjective Norms (SN) on Purchase Intention (PI) of consumers towards sustainable clothing (SC) in India.

Methodology: 228 consumers were selected through convenience and snowball sampling. EFA and SEM were applied for data analysis using SPSS 25 and AMOS.

Findings: The findings show that PSC, EC and SN emerge as determinants of PI. However, no association between ESC and PI was found.

Practical Implications: It is a new model on sustainable clothing framework. Moreover, this study offers valuable insights for companies and fashion brands to influence sustainable business practices. This provides a prospect for fashion brands to address the consumers’ environmental apprehension and expectations through expansion of sustainable products.

Originality: As per author’s knowledge, no study is available on factors exploring the influence of Perception of Sustainable Clothing (PSC), Expectations of Sustainable clothing (ESC), Environment Concern (EC) and Subjective Norms (SN) on Purchase Intention (PI) of consumers towards SC in India. Therefore, the present study fills this gap and explores the association between PSC, ESC, EC and SN on PI of Indian consumers towards SC. This paper is perhaps the first effort to fulfill such gap.