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Impact of Social Influence and Green Consumption Values on Purchase Intention of Organic Clothing: A Study on Collectivist Developing Economy

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  • Geetika Varshneya
  • Shivendra K. Pandey
  • Gopal Das

Abstract

The present study is an attempt to investigate the impact of green consumption values and social influence on purchase intention for organic clothing. Five hypotheses were developed with the support of relevant literature. These were tested with the help of primary data of young adult Indian consumers in the age group 20–40 years, collected through a structured questionnaire. Structural equation modelling (SEM) was used to test the hypotheses. The results of structural model revealed that attitude partially mediates the relationship of green consumption values and purchase intention for organic clothing. Further, social influence has no impact on attitude as well as purchase intention for organic clothing. The outcomes also indicated that for products at the introductory stages of the lifecycle, such as organic clothing, social influence does not play a vital role even in a collectivist culture. In such situations, consumers in a collectivist culture like India tend to exhibit individualistic behaviour. The results will be beneficial for designing market entry strategies for organic clothing brands targeting developing countries. The study also tries to extend our knowledge of understanding of departures from collectivistic behaviours in products which are in the introductory stages of the lifecycle in collectivist cultures.

Suggested Citation

  • Geetika Varshneya & Shivendra K. Pandey & Gopal Das, 2017. "Impact of Social Influence and Green Consumption Values on Purchase Intention of Organic Clothing: A Study on Collectivist Developing Economy," Global Business Review, International Management Institute, vol. 18(2), pages 478-492, April.
    • Handle: RePEc:sae:globus:v:18:y:2017:i:2:p:478-492
    DOI: 10.1177/0972150916668620
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    References listed on IDEAS

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    1. Das, Gopal, 2014. "Linkages of retailer awareness, retailer association, retailer perceived quality and retailer loyalty with purchase intention: A study of Indian food retail brands," Journal of Retailing and Consumer Services, Elsevier, vol. 21(3), pages 284-292.
    2. Arnt Meyer, 2001. "What's in it for the customers? Successfully marketing green clothes," Business Strategy and the Environment, Wiley Blackwell, vol. 10(5), pages 317-330, September.
    3. McCarty, John A. & Shrum, L. J., 1994. "The recycling of solid wastes: Personal values, value orientations, and attitudes about recycling as antecedents of recycling behavior," Journal of Business Research, Elsevier, vol. 30(1), pages 53-62, May.
    4. Brunso, Karen & Scholderer, Joachim & Grunert, Klaus G., 2004. "Closing the gap between values and behavior--a means-end theory of lifestyle," Journal of Business Research, Elsevier, vol. 57(6), pages 665-670, June.
    5. Das, Gopal, 2014. "Linkages of retailer personality, perceived quality and purchase intention with retailer loyalty: A study of Indian non-food retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 21(3), pages 407-414.
    6. Sandrine Costa & Lydia Zepeda & Lucie Sirieix, 2014. "Exploring the social value of organic food: a qualitative study in France," Post-Print hal-01506305, HAL.
    7. Joy M. Kozar & Kim Y. Hiller Connell, 2013. "Socially and environmentally responsible apparel consumption: knowledge, attitudes, and behaviors," Social Responsibility Journal, Emerald Group Publishing Limited, vol. 9(2), pages 315-324, May.
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    1. Sreen, Naman & Purbey, Shankar & Sadarangani, Pradip, 2018. "Impact of culture, behavior and gender on green purchase intention," Journal of Retailing and Consumer Services, Elsevier, vol. 41(C), pages 177-189.

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