IDEAS home Printed from https://ideas.repec.org/a/eee/joreco/v59y2021ics0969698920314065.html
   My bibliography  Save this article

Why do retail consumers buy green apparel? A knowledge-attitude-behaviour-context perspective

Author

Listed:
  • Dhir, Amandeep
  • Sadiq, Mohd
  • Talwar, Shalini
  • Sakashita, Mototaka
  • Kaur, Puneet

Abstract

Consumers' increased knowledge and awareness of environmental issues have not translated into a pervasive rise in purchasing green apparel, resulting in a phenomenon known as the ‘attitude-behaviour gap’. The current study seeks to explicate this gap by examining the drivers of green apparel buying behaviour. Towards this end, the study examines the association of environmental knowledge, green trust, and environmental concern with environmental attitude and green apparel buying behaviour. It further investigates the association of labelling desire and labelling satisfaction with this type of buying behaviour as well. In addition, the study uses the theoretical lens of the knowledge-attitude-behaviour model and attitude-behaviour-context theory to anchor its hypotheses. Cross-sectional data from 387 Japanese consumers analysed to test the conceptual model revealed that green trust, environmental attitude, and labelling satisfaction are positively associated with green apparel buying behaviour. Furthermore, green trust, environmental concern, and environmental attitude partially mediate the proposed associations, while age and gender moderate the association between environmental knowledge and environmental concern. The study's empirical insights thus lay the foundation for future research in this area and provide strategically relevant inferences for green apparel marketers and retailers.

Suggested Citation

  • Dhir, Amandeep & Sadiq, Mohd & Talwar, Shalini & Sakashita, Mototaka & Kaur, Puneet, 2021. "Why do retail consumers buy green apparel? A knowledge-attitude-behaviour-context perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    • Handle: RePEc:eee:joreco:v:59:y:2021:i:c:s0969698920314065
    DOI: 10.1016/j.jretconser.2020.102398
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0969698920314065
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jretconser.2020.102398?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Talwar, Shalini & Dhir, Amandeep & Khalil, Ashraf & Mohan, Geetha & Islam, A.K.M. Najmul, 2020. "Point of adoption and beyond. Initial trust and mobile-payment continuation intention," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
    2. Grimmer, Martin & Kilburn, Ashley P. & Miles, Morgan P., 2016. "The effect of purchase situation on realized pro-environmental consumer behavior," Journal of Business Research, Elsevier, vol. 69(5), pages 1582-1586.
    3. Kumar, Bipul & Manrai, Ajay K. & Manrai, Lalita A., 2017. "Purchasing behaviour for environmentally sustainable products: A conceptual framework and empirical study," Journal of Retailing and Consumer Services, Elsevier, vol. 34(C), pages 1-9.
    4. Yadav, Rambalak, 2016. "Altruistic or egoistic: Which value promotes organic food consumption among young consumers? A study in the context of a developing nation," Journal of Retailing and Consumer Services, Elsevier, vol. 33(C), pages 92-97.
    5. Paco, Arminda & Raposo, Mario, 2010. "Green Consumer Market Segmentation: Empirical Findings from Portugal," Apas Papers 203, Academic Public Administration Studies Archive - APAS.
    6. Talwar, Shalini & Dhir, Amandeep & Kaur, Puneet & Zafar, Nida & Alrasheedy, Melfi, 2019. "Why do people share fake news? Associations between the dark side of social media use and fake news sharing behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 51(C), pages 72-82.
    7. Yu-Shan Chen & Ching-Hsun Chang, 2013. "Greenwash and Green Trust: The Mediation Effects of Green Consumer Confusion and Green Perceived Risk," Journal of Business Ethics, Springer, vol. 114(3), pages 489-500, May.
    8. Zhang, Haoran & Song, Xuan & Xia, Tianqi & Yuan, Meng & Fan, Zipei & Shibasaki, Ryosuke & Liang, Yongtu, 2018. "Battery electric vehicles in Japan: Human mobile behavior based adoption potential analysis and policy target response," Applied Energy, Elsevier, vol. 220(C), pages 527-535.
    9. Ricci, Elena Claire & Banterle, Alessandro & Stranieri, Stefanella, 2018. "Trust to Go Green: An Exploration of Consumer Intentions for Eco-friendly Convenience Food," Ecological Economics, Elsevier, vol. 148(C), pages 54-65.
    10. Talwar, Manish & Talwar, Shalini & Kaur, Puneet & Tripathy, Naliniprava & Dhir, Amandeep, 2021. "Has financial attitude impacted the trading activity of retail investors during the COVID-19 pandemic?," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    11. Patrick Rousseaux & Cécile Grémy-Gros & Marie Bonnin & Catherine Henriel-Ricordel & Pierrick Bernard & Léa Floury & Gwenaëlle Staigre & Philippe Vincent, 2017. "“Eco-tool-seeker”: A new and unique business guide for choosing ecodesign tools," Post-Print hal-02071245, HAL.
    12. Jaiswal, Deepak & Kant, Rishi, 2018. "Green purchasing behaviour: A conceptual framework and empirical investigation of Indian consumers," Journal of Retailing and Consumer Services, Elsevier, vol. 41(C), pages 60-69.
    13. Ertz, Myriam & Karakas, Fahri & Sarigöllü, Emine, 2016. "Exploring pro-environmental behaviors of consumers: An analysis of contextual factors, attitude, and behaviors," Journal of Business Research, Elsevier, vol. 69(10), pages 3971-3980.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Das, Manoj & Ramalingam, Mahesh, 2022. "What drives product involvement and satisfaction with OFDs amid COVID-19?," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    2. Talwar, Shalini & Kaur, Puneet & Kumar, Sushant & Salo, Jari & Dhir, Amandeep, 2022. "The balancing act: How do moral norms and anticipated pride drive food waste/reduction behaviour?," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    3. Talwar, Shalini & Luqman, Adeel & Kaur, Puneet & Srivastava, Pallavi & Mishra, Shreya, 2023. "How social networking ties mediate the associations between enterprise social media affordances and employee agility?," Technological Forecasting and Social Change, Elsevier, vol. 195(C).
    4. Van Tonder, E. & Fullerton, S. & De Beer, L.T. & Saunders, S.G., 2023. "Social and personal factors influencing green customer citizenship behaviours: The role of subjective norm, internal values and attitudes," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).
    5. Tandon, Anushree & Kaur, Puneet & Bhatt, Yogesh & Mäntymäki, Matti & Dhir, Amandeep, 2021. "Why do people purchase from food delivery apps? A consumer value perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    6. Talwar, Shalini & Srivastava, Shalini & Sakashita, Mototaka & Islam, Nazrul & Dhir, Amandeep, 2022. "Personality and travel intentions during and after the COVID-19 pandemic: An artificial neural network (ANN) approach," Journal of Business Research, Elsevier, vol. 142(C), pages 400-411.
    7. Rosa Maria Dangelico & Valerio Schiaroli & Luca Fraccascia, 2022. "Is Covid‐19 changing sustainable consumer behavior? A survey of Italian consumers," Sustainable Development, John Wiley & Sons, Ltd., vol. 30(6), pages 1477-1496, December.
    8. Jun Fan & Lijuan Peng & Tinggui Chen & Guodong Cong, 2024. "Mining the impact of social media information on public green consumption attitudes: a framework based on ELM and text data mining," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-19, December.
    9. Shah, Priya & Dhir, Amandeep & Joshi, Rohit & Tripathy, Naliniprava, 2023. "Opportunities and challenges in food entrepreneurship: In-depth qualitative investigation of millet entrepreneurs," Journal of Business Research, Elsevier, vol. 155(PB).
    10. Liu, Chih-Hsing & Dong, Tse-Ping & Vu, Ho Tran, 2023. "Transformed virtual concepts into reality: Linkage the viewpoint of entrepreneurial passion, technology adoption propensity and advantage to usage intention," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    11. Olawole Fawehinmi & Mohd Yusoff Yusliza & Samuel Ogbeibu & M. Imran Tanveer & Charbel Jose Chiappetta Jabbour, 2022. "Academic employees' green behaviour as praxis for bolstering environmental sustainable development: A linear moderated mediation evaluation," Business Strategy and the Environment, Wiley Blackwell, vol. 31(7), pages 3470-3490, November.
    12. Shankar, Amit & Dhir, Amandeep & Talwar, Shalini & Islam, Nazrul & Sharma, Piyush, 2022. "Balancing food waste and sustainability goals in online food delivery: Towards a comprehensive conceptual framework," Technovation, Elsevier, vol. 117(C).
    13. Kumar, Sushant & Talwar, Shalini & Krishnan, Satish & Kaur, Puneet & Dhir, Amandeep, 2021. "Purchasing natural personal care products in the era of fake news? The moderation effect of brand trust," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    14. Alyahya, Mansour & Agag, Gomaa & Aliedan, Meqbel & Abdelmoety, Ziad H., 2023. "A cross-cultural investigation of the relationship between eco-innovation and customers boycott behaviour," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
    15. Sadiq, Mohd & Bharti, Kumkum & Adil, Mohd & Singh, Ramendra, 2021. "Why do consumers buy green apparel? The role of dispositional traits, environmental orientation, environmental knowledge, and monetary incentive," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).
    16. Alberto Michele Felicetti & Antonio Palmiro Volpentesta & Roberto Linzalone & Salvatore Ammirato, 2023. "Information Behaviour of Food Consumers: A Systematic Literature Review and a Future Research Agenda," Sustainability, MDPI, vol. 15(4), pages 1-20, February.
    17. Amelie L. Chico & Hannah Joy C. Bedico & Alexander L. Oyao & Raphael N. Pandilingan, 2023. "Consumer’s Attitude and Eco-Friendly Products among Selected Vegetable Suppliers in Panabo City Supermarket," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 7(11), pages 624-634, November.
    18. Yuqing Geng & Mukasar Maimaituerxun, 2022. "Research Progress of Green Marketing in Sustainable Consumption based on CiteSpace Analysis," SAGE Open, , vol. 12(3), pages 21582440221, August.
    19. Wiesława Kuźniar & Tomasz Surmacz & Bogdan Wierzbiński, 2021. "The Impact of Ecological Knowledge on Young Consumers’ Attitudes and Behaviours towards the Food Market," Sustainability, MDPI, vol. 13(4), pages 1-20, February.
    20. Sreen, Naman & Dhir, Amandeep & Talwar, Shalini & Tan, Teck Ming & Alharbi, Fatimah, 2021. "Behavioral reasoning perspectives to brand love toward natural products: Moderating role of environmental concern and household size," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    21. Gleim, Mark R. & McCullough, Heath & Sreen, Naman & Pant, Logan G., 2023. "Is doing right all that matters in sustainability marketing? The role of fit in sustainable marketing strategies," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).
    22. Alyahya, Mansour & Agag, Gomaa & Aliedan, Meqbel & Abdelmoety, Ziad Hassan & Daher, Maya Mostafa, 2023. "A sustainable step forward: Understanding factors affecting customers’ behaviour to purchase remanufactured products," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Taneja, Shilpa & Ali, Liaqat, 2021. "Determinants of customers’ intentions towards environmentally sustainable banking: Testing the structural model," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    2. Kumar, Sushant & Shah, Arunima, 2021. "Revisiting food delivery apps during COVID-19 pandemic? Investigating the role of emotions," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).
    3. Francesco Testa & Gaia Pretner & Roberta Iovino & Guia Bianchi & Sara Tessitore & Fabio Iraldo, 2021. "Drivers to green consumption: a systematic review," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 23(4), pages 4826-4880, April.
    4. Prakash, Gyan & Choudhary, Sangita & Kumar, Anil & Garza-Reyes, Jose Arturo & Khan, Syed Abdul Rehman & Panda, Tapan Kumar, 2019. "Do altruistic and egoistic values influence consumers’ attitudes and purchase intentions towards eco-friendly packaged products? An empirical investigation," Journal of Retailing and Consumer Services, Elsevier, vol. 50(C), pages 163-169.
    5. Bhardwaj, Seema & Sreen, Naman & Das, Manish & Chitnis, Asmita & Kumar, Sushant, 2023. "Product specific values and personal values together better explains green purchase," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    6. Sadiq, Mohd & Bharti, Kumkum & Adil, Mohd & Singh, Ramendra, 2021. "Why do consumers buy green apparel? The role of dispositional traits, environmental orientation, environmental knowledge, and monetary incentive," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).
    7. Rambabu Lavuri & Abhinav Jindal & Umair Akram & Bhukya Koteswara Rao Naik & Alrence Santiago Halibas, 2023. "Exploring the antecedents of sustainable consumers' purchase intentions: Evidence from emerging countries," Sustainable Development, John Wiley & Sons, Ltd., vol. 31(1), pages 280-291, February.
    8. Luigi Leclercq-Machado & Aldo Alvarez-Risco & Romina Gómez-Prado & Berdy Briggitte Cuya-Velásquez & Sharon Esquerre-Botton & Flavio Morales-Ríos & Camila Almanza-Cruz & Sarahit Castillo-Benancio & Mar, 2022. "Sustainable Fashion and Consumption Patterns in Peru: An Environmental-Attitude-Intention-Behavior Analysis," Sustainability, MDPI, vol. 14(16), pages 1-18, August.
    9. Farrukh Rafiq & Mohd Adil & Mohd Sadiq, 2022. "Does Contextual Factor Influence Travelers’ Towel Reuse Behavior? Insights from Circular Economy," Sustainability, MDPI, vol. 14(10), pages 1-16, May.
    10. Jana Hojnik & Mitja Ruzzier & Tatiana S. Manolova, 2020. "Sustainable development: Predictors of green consumerism in Slovenia," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 27(4), pages 1695-1708, July.
    11. Duong Cong Doanh & Katarzyna Gadomska-Lila & Le Thi Loan, 2021. "Antecedents of green purchase intention: a cross-cultural empirical evidence from Vietnam and Poland," Oeconomia Copernicana, Institute of Economic Research, vol. 12(4), pages 935-971, December.
    12. Liu, Hongfei & Liu, Wentong & Yoganathan, Vignesh & Osburg, Victoria-Sophie, 2021. "COVID-19 information overload and generation Z's social media discontinuance intention during the pandemic lockdown," Technological Forecasting and Social Change, Elsevier, vol. 166(C).
    13. Zaremohzzabieh, Zeinab & Ismail, Normala & Ahrari, Seyedali & Abu Samah, Asnarulkhadi, 2021. "The effects of consumer attitude on green purchase intention: A meta-analytic path analysis," Journal of Business Research, Elsevier, vol. 132(C), pages 732-743.
    14. Nanath, Krishnadas & Balasubramanian, Sreejith & Shukla, Vinaya & Islam, Nazrul & Kaitheri, Supriya, 2022. "Developing a mental health index using a machine learning approach: Assessing the impact of mobility and lockdown during the COVID-19 pandemic," Technological Forecasting and Social Change, Elsevier, vol. 178(C).
    15. Lee, Stacy H.N. & Chang, Hyo Jung (Julie) & Zhao, Li, 2023. "The importance of personal norms and situational expectancies to sustainable behaviors: The norm activation and situational expectancy-value theories," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    16. Erni Rusyani & Rambabu Lavuri & Ardi Gunardi, 2021. "Purchasing Eco-Sustainable Products: Interrelationship between Environmental Knowledge, Environmental Concern, Green Attitude, and Perceived Behavior," Sustainability, MDPI, vol. 13(9), pages 1-12, April.
    17. Jana Hojnik & Mitja Ruzzier & Maja Konečnik Ruzzier, 2019. "Transition towards Sustainability: Adoption of Eco-Products among Consumers," Sustainability, MDPI, vol. 11(16), pages 1-29, August.
    18. Nayeon Kim & Kyungtag Lee, 2023. "Environmental Consciousness, Purchase Intention, and Actual Purchase Behavior of Eco-Friendly Products: The Moderating Impact of Situational Context," IJERPH, MDPI, vol. 20(7), pages 1-17, March.
    19. Sreen, Naman & Dhir, Amandeep & Talwar, Shalini & Tan, Teck Ming & Alharbi, Fatimah, 2021. "Behavioral reasoning perspectives to brand love toward natural products: Moderating role of environmental concern and household size," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    20. Mohd Sadiq & Mohd Adil & Justin Paul, 2021. "Does social influence turn pessimistic consumers green?," Business Strategy and the Environment, Wiley Blackwell, vol. 30(7), pages 2937-2950, November.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:joreco:v:59:y:2021:i:c:s0969698920314065. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: https://www.journals.elsevier.com/journal-of-retailing-and-consumer-services .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.