Antecedents of sustainable fashion apparel purchase behavior

Abstract

Purpose This study aims to examine cosmopolitanism, global social identity, green peer and social media on green apparel knowledge and sustainable fashion perception. Further, it explored the mediating effect of green apparel knowledge and sustainable fashion perception on behavioral intentions and electronic Word-of-Mouth (eWOM). Design/methodology/approach Data was collected through a mall intercept method across five cities adjoining the national capital region in India. Findings The results indicated that social identification with online (social media) and offline (cosmopolitanism, global self-identity and green peer influence) groups predicted Indian consumers’ perception of sustainable fashion, behavioral intentions and eWOM. Research limitations/implications A better discernment between social identity versus self-identity and social media influence versus peer influence may be considered in future studies. Practical implications Sustainable fashion designers can use social media to create awareness and promote sustainable apparel. The information about novelty, design and style attributes of sustainable fashion can help overcome the skepticism regarding sustainable clothing. Originality/value This study extends the earlier research on online and offline influences by examining their role on green apparel perception, purchase and eWOM.