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Impact of Sustainable Fashion Apparel Attributes and Word of Mouth on Purchase Intention

Author

Listed:
  • Dr. Rauza

    (Assistant Professor, National University of Modern Languages, Pakistan)

  • Dr. Sumbal Babar

    (Assistant Professor, National University of Modern Languages, Pakistan)

  • Dr. Shumaila Mazhar Khan

    (Lecturer, National University of Modern Languages, Pakistan)

Abstract

This study aims to examine the antecedents of purchase intention. In doing so, this study aims to identify the relationship between sustainable fashion apparel attributes and purchase intention and in addition to it, it also measures the relationship between positive word of mouth and purchase intention. To gather the data, mall intercept method was used from Islamabad Pakistan. A sample size of 300 customers was used for the study. The results indicate a significant positive relationship between sustainable fashion apparel attributes and purchase intention. In addition to it, there lies a significant positive relationship between positive word of mouth and purchase intention. Marketing managers and practitioners can use this study in devising their strategies related to purchase intention.

Suggested Citation

  • Dr. Rauza & Dr. Sumbal Babar & Dr. Shumaila Mazhar Khan, 2024. "Impact of Sustainable Fashion Apparel Attributes and Word of Mouth on Purchase Intention," Bulletin of Business and Economics (BBE), Research Foundation for Humanity (RFH), vol. 13(1), pages 915-919.
    • Handle: RePEc:rfh:bbejor:v:13:y:2024:i:1:p:915-919
    DOI: https://doi.org/10.61506/01.00291
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    References listed on IDEAS

    as
    1. Sojin Jung & Byoungho Jin, 2016. "Sustainable Development of Slow Fashion Businesses: Customer Value Approach," Sustainability, MDPI, vol. 8(6), pages 1-15, June.
    2. Jung Lee & Jae-Nam Lee, 2015. "How purchase intention consummates purchase behaviour: the stochastic nature of product valuation in electronic commerce," Behaviour and Information Technology, Taylor & Francis Journals, vol. 34(1), pages 57-68, January.
    3. Eung Jin Lee & Joonheui Bae & Kyung Hoon Kim, 2020. "The effect of sustainable certification reputation on consumer behavior in the fashion industry: Focusing on the mechanism of congruence," Journal of Global Fashion Marketing, Taylor & Francis Journals, vol. 11(2), pages 137-153, April.
    4. repec:oup:jecgeo:v:50:y:2023:i:2:p:322-342. is not listed on IDEAS
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