Green apparel buying behaviour: A study on I ndian youth
Abstract
Changes in demographics and availability of global clothing brands have brought several changes in Indian apparel industry. Green or organic clothing brands are becoming popular among Indians and likely to contribute to the revenues of apparel sector. Global and national apparel manufacturers have introduced organic clothing lines to cater to ecological conscious consumers. The purpose of this research was to examine the effect of consumer susceptibility to interpersonal influence (CSII), past green behaviour, green peer influence and green apparel knowledge on Indian youth's green apparel buying behaviour. A mix of convenience and random sampling was used for data collection. The sample (n = 981) comprised of youth of age group 18–24 years. Structural equation modelling was used to test the hypothesized relationships. Findings suggest that past green behaviour influenced green apparel buying behaviour. Green peer influence and green apparel knowledge had no impact on green apparel buying behaviour. Moreover, CSII had no influence on green apparel buying behaviour. The findings differ from earlier studies that suggest influence of social norms and peer group had an effect on green buying behaviour. Practical implications of the present study are discussed.
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Young consumers are more ethically conscious, more receptive to ecofashion, more sensitive to environmental and social issues, and generally more concerned with ethical decision making in apparel choice.
“The use of a young, educated consumer sample is supported by previous work in this field, which notes that young consumers are more ethically conscious [52], are more receptive to ecofashion [53], are more sensitive to environmental and social issues [54] and are generally more concerned with ethical decision making in apparel choice [55].”
From Marketing Tactics for Sustainable Fashion and the Circular Economy: The Impact of Ethical Labels on Fast Fashion Choice (2023) · cites this paper as [52]
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Sustainable clothing: Why conspicuous consumption and greenwashing matter
Apaolaza, V., Policarpo, M. C., Hartmann, P., Paredes, M. R., & D'Souza, C. (2023) · Business Strategy and the Environment · doi:10.1002/bse.3335 · Cited by 92 · see citing works
Hamlin, R. P., & McNeill, L. S. (2023) · Sustainability · doi:10.3390/su151310331 · Cited by 10 · see citing works
- Authors
- Khare, A., & Sadachar, A.
- Affiliations
- Indian Institute of Management Rohtak (IN)
- Auburn University (US)
- Corresponding author
- Khare, Arpita
- Venue
- International Journal of Consumer Studies
- Publisher
- Wiley
- Published
- 2017-05-07
- Volume
- 41
- Issue
- 5
- Pages
- 558-569
- ISSN
- 1470-6423 (ISSN-L)
- 1470-6431
- OpenAlex
- W2611830375
- Cited by
- 94
- References
- 3
- Citations by year
- 2026: 8 · 2025: 13 · 2024: 18 · 2023: 15 · 2022: 16 · 2021: 7 · 2020: 10 · 2019: 5 · 2018: 2
- FWCI
- 8.41
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- International Journal of Consumer Studies (publishedVersion)
- Topics
- Social Sciences › Business, Management and Accounting › Marketing › Environmental Sustainability in Business
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Perception and Purchasing Behavior
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Retail Behavior Studies
- Keywords
- organic clothing, young consumers, Indian youth, sustainable consumption, social norms
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