Understanding Perceived Value and Purchase Intention toward Eco-Friendly Athleisure Apparel: Insights from U.S. Millennials

Given the recent trend of the athleisure lifestyle in the U.S., this study sought to examine female millennial consumers’ value perceptions for purchasing recycled polyester-made athleisure apparel. Using an inductive approach with grounded theory, the perceived green value (PGV) framework was applied to guide data collection through the in-depth interviews and data analysis. The findings of the study provide theoretical insights and sustainable solutions for the industry and academia. Five main values identified include functional value, social value, emotional value, conditional value, and epistemic value. Within these perceived values, 13 sub-themes emerged. Female millennials consider price and performance key deciding factors for purchasing recycled polyester-made athleisure apparel. However, this is contingent upon products being fashionable, comfortable, and versatile for numerous occasions. The perceived social value reaffirms that peers and family can strongly influence purchasing decisions. Female millennials are more likely to purchase from well-known sustainable companies whose products are aligned with their beliefs and are exempted from false advertising. Companies need to empower consumers with the necessary product information and environmental knowledge. Epistemic value relies on consumers being educated and aware of sustainable products and their benefits.