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Sustainable apparel purchase intention: collectivist cultural orientation and price sensitivity in extended TPB model

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  • Nishant Kumar

    (Amity University)

  • Divya Mohan

    (Delhi Institute of Advanced Studies)

Abstract

Increasing pollution, climate change and concern over the energy consumption in conventional apparel production methods has made the textile industry as a major pollution source. Empirical advancement in the field of sustainable apparel and customer behavioural intention are not sufficient enough to be presumed applicable in Indian market settings. This study intends to examine the application of the extended TPB model by additional constructs like collectivism cultural orientation, environmental concern and price sensitivity for anticipating green apparel purchase intension of educated millennial in India. Quantitative research followed with cross-sectional survey design was used to ascertain millennial behavioral intention towards eco-friendly apparels. Variance-based estimator, Partial Least Square (PLS) structural equation modelling was used to confirm the proposed structural relationship and Multi Group Analysis (MGA) was employed to test the moderating effect of price sensitivity. Study disseminates valuable insights to policymakers and marketers to formulate strategies and policies to attain sustainability in fashion. India being a collectivist nation the study suggests marketers to manage collectivistic national values in order to promote environment friendly apparel so as to educate customers about environmental issues and the benefit of using ecological friendly product.

Suggested Citation

  • Nishant Kumar & Divya Mohan, 2021. "Sustainable apparel purchase intention: collectivist cultural orientation and price sensitivity in extended TPB model," Journal of Revenue and Pricing Management, Palgrave Macmillan, vol. 20(2), pages 149-161, April.
    • Handle: RePEc:pal:jorapm:v:20:y:2021:i:2:d:10.1057_s41272-021-00297-z
    DOI: 10.1057/s41272-021-00297-z
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    Cited by:

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    2. Serena L. Colombo & Salvatore G. Chiarella & Camille Lefrançois & Jacques Fradin & Antonino Raffone & Luca Simione, 2023. "Why Knowing about Climate Change Is Not Enough to Change: A Perspective Paper on the Factors Explaining the Environmental Knowledge-Action Gap," Sustainability, MDPI, vol. 15(20), pages 1-17, October.
    3. Wenchun Ran & Ling Zhang, 2023. "Bridging the intention-behavior gap in mobile phone recycling in China: the effect of consumers’ price sensitivity and proactive personality," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 25(1), pages 938-959, January.
    4. Valentina Carfora & Giulia Buscicchio & Patrizia Catellani, 2021. "Integrating Personal and Pro-Environmental Motives to Explain Italian Women’s Purchase of Sustainable Clothing," Sustainability, MDPI, vol. 13(19), pages 1-22, September.
    5. Yang, Hye-jeong & Fang, Mingjie & Yao, Jinge & Su, Miao, 2023. "Green cooperation in last-mile logistics and consumer loyalty: An empirical analysis of a theoretical framework," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).

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