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Antecedents to green apparel purchase behavior of Indian consumers

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  • Arpita Khare
  • Pradeep Kautish

Abstract

The current study examines the influence of innovativeness theory-based consumer independent judgment making (CIJM), novelty-seeking behavior (CNS), green apparel knowledge (GAK) and green apparel perceived effectiveness (GAPE) on green apparel purchase behavior (GAPB) in an emerging economy, i.e., India. The covariance-based structural equation modeling (CB-SEM) and a fuzzy-set qualitative comparative analysis (fsQCA) were employed. A mall intercept method was used for data collection across 10 cities in India. A total of 450 responses were obtained through a structured questionnaire. Results indicated that green apparel perceived effectiveness (GAPE) and green apparel knowledge (GAK) had a positive influence on Indian consumers’ green apparel purchase behavior (GAPB). Consumer innovativeness construct of consumer independent judgment making (CIJM) and novelty-seeking behavior (CNS) had no positive impact on green apparel purchase behavior (GAPB). The findings can help green apparel manufacturers, environmentalists, and marketers to focus on prominently communicating the environment-related benefits of green apparels. Green clothing benefits may be improved by incorporating new fashion, designs, fabrics, and trendy styles.

Suggested Citation

  • Arpita Khare & Pradeep Kautish, 2022. "Antecedents to green apparel purchase behavior of Indian consumers," Journal of Global Scholars of Marketing Science, Taylor & Francis Journals, vol. 32(2), pages 222-251, April.
  • Handle: RePEc:taf:jgsmks:v:32:y:2022:i:2:p:222-251
    DOI: 10.1080/21639159.2021.1885301
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    Cited by:

    1. Subhasis Ray & Lipsa Nayak, 2023. "Marketing Sustainable Fashion: Trends and Future Directions," Sustainability, MDPI, vol. 15(7), pages 1-28, April.

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