Affiliation:
1. Department of Media Sciences, Anna University, Chennai, India
Abstract
This study examines the urban consumer in India, the largest category among the stakeholders of sustainable fashion. A survey on consumer perception and consumer behaviour with regard to a green purchase decision of sustainable or eco-friendly clothing was done among 460 participants in two of the south Indian cities of Chennai and Bengaluru. A conceptual framework was adapted for green consumerism from the Theory of Planned Behaviour. The theory was used to understand consumer perceptions and their influence on their purchase behaviour with regard to sustainable clothing. The ‘product attributes’ of sustainable clothing brands were considered as intervening variables and their effects on ‘green purchase decision’ were examined. Probit regression was used to analyse the data. One of the significant findings of the study is that ‘environmental knowledge’, ‘environmental attitude’ and ‘perceived consumer effectiveness’ have a significant effect on urban ‘purchase intention’ of sustainable clothing. Practical implications of the study are discussed.
Subject
General Materials Science
Reference42 articles.
1. Trends in the Fashion Industry. The Perception of Sustainability and Circular Economy: A Gender/Generation Quantitative Approach
2. United Nations. Conscious fashion and lifestyle action network, United Nations, SDG available from Dec2020, https://sdgs.un.org/news/conscious-fashion-and-lifestyle-action-network-25073 (2020, accessed 19 April 2022).
3. Gupta M. 100 Stories of change, the story of cloth and the impact on environment, Goonj, https://goonj.org/the-story-of-cloth-and-the-impact-on-the-environment/ (2018).
4. Consumer behavior in sustainable fashion: A systematic literature review and future research agenda
Cited by
4 articles.
订阅此论文施引文献
订阅此论文施引文献,注册后可以免费订阅5篇论文的施引文献,订阅后可以查看论文全部施引文献