Antecedents of sustainable fashion apparel purchase behavior
ISSN: 0736-3761
Article publication date: 14 June 2022
Issue publication date: 25 July 2022
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.
Keywords
Acknowledgements
The authors are thankful to the Editor-in-Chief, the Associate Editor, and three anonymous reviewers for their suggestions and feedback during the review process. The authors would further like to extend their gratitude to Prof. M. Mallikarjun and Prof. Subir Verma for unconditional administrative support and academic encouragement for this research endeavor.
Funding: This research did not receive any financial support from funding agencies in the public, commercial or not-for-profit organizations for this manuscript, nor do authors intend the same at any stage. Authors have followed ethical procedures to conduct the study.
Citation
Kautish, P. and Khare, A. (2022), "Antecedents of sustainable fashion apparel purchase behavior", Journal of Consumer Marketing, Vol. 39 No. 5, pp. 475-487. https://doi.org/10.1108/JCM-04-2020-3733
Publisher
:Emerald Publishing Limited
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