Impact of Sustainable Fashion Apparel Attributes and Word of Mouth on Purchase Intention

Abstract

This study aims to examine the antecedents of purchase intention. In doing so, this study aims to identify the relationship between sustainable fashion apparel attributes and purchase intention and in addition to it, it also measures the relationship between positive word of mouth and purchase intention. To gather the data, mall intercept method was used from Islamabad Pakistan. A sample size of 300 customers was used for the study. The results indicate a significant positive relationship between sustainable fashion apparel attributes and purchase intention. In addition to it, there lies a significant positive relationship between positive word of mouth and purchase intention. Marketing managers and practitioners can use this study in devising their strategies related to purchase intention.