Unveiling the Determinants of Eco-Friendly Apparel Purchases: Green Marketing in the Garment Industry

This study explores the key determinants influencing eco-friendly apparel purchases, focusing on the role of green marketing in the garment industry. The increasing global demand for sustainable fashion highlights the critical need for companies to understand the factors driving consumer behaviour towards environmentally friendly products. Using the theory of planned behaviour as a theoretical framework, the research investigates the impact of environmental awareness, perceived consumer effectiveness, and trust in green marketing claims on consumer purchase intentions. Data were collected through a structured survey of consumers from various demographic backgrounds, with the results analysed using multivariate data analysis techniques. The findings indicate that green marketing strategies, when aligned with social values and consumer trust, significantly enhance brand credibility and positively influence eco-friendly purchase intentions. Additionally, the study reveals the importance of transparent corporate practices and the communication of authentic green credentials in fostering consumer trust and engagement. These insights offer valuable implications for marketers in the garment industry, suggesting that a holistic approach, incorporating both environmental messaging and consumer values, is essential to gaining competitive advantage in the growing eco-friendly apparel market. This research contributes to the understanding of green consumer behaviour and provides a foundation for further exploration of sustainable marketing practices in other sectors.