Abstract
The objective of the study is to identify the factors affecting purchase intention of consumers while purchasing green clothes and textiles using theory of planned behavior (TPB) and theory of reasoned actions (TRA). Furthermore, the study intends to investigate gender disparities in green purchasing intentions. The study employs a quantitative and qualitative method, with sample size of 384 youths through a self-administer five-point Likert scale-based questionnaire. For data analysis, exploratory factor analysis, and multiple regression analysis, and a Mann-Whitney U test has been adopted. The empirical findings reveal that the female consumers are more likely than male consumers to purchase green items. The results of the study will provide better understanding of different factors that can influence purchase intention towards sustainable fashion and offer some useful insights to help the marketers and firms.
TopBackground
One of the most important problems is environmental deterioration, which leads to the overuse of natural resources, the use of inappropriate production techniques, and increased consumption. Modern civilization in environmental degradation also influences consumer's purchasing behaviour of consumers who choose environmentally friendly products. Rising social inequality, globalization processes and industrialization of economies have resulted in negative effects of social and economic growth on modern civilization in addition to growth.
Serious environmental problems including pollution, resource depletion, growing greenhouse gas emissions, and global warming are caused by today's unsustainable patterns of consumerism. Due to these difficulties, the “green” movement was sparked, which in turn increased consumer demand for green goods. Elkington (Elkington, J., 1994) drew attention to the fact that consumers avoid purchasing items that use excessive amounts of energy, cause waste, contain materials from threatened or endangered species, harm animals, or even constitute animal cruelty. The institutionalization of an open trade policy and the expansion of its financial system have contributed to India's phenomenal economic growth over the past 20 years (Agrawal, 2015). (Agrawal, 2015). However, India's rapid economic expansion has had a number of unwanted side effects.
Key Terms in this Chapter
Purchase Intention: According to ( Ajzen, 1991 ), “behaviour can be determined and derived with considerable accuracy from purpose.”
Environmental Consciousness: Environmental consciousness, as defined by Kollmuss and Agyeman (2002) AU88: The in-text citation "Kollmuss and Agyeman (2002)" is not in the reference list. Please correct the citation, add the reference to the list, or delete the citation. , is the degree to which an individual is aware of how their activities affect the environment.
Perceived behavioral control: “An individual's potential for behavior depends on the level of availability of relevant resources and existence of opportunities to positively assess these resources and behave appropriately.” writes ( Ajzen, 1991 ).
Attitude: “Attitude is defined as a neurological condition of preparedness” writes Allport (1935) AU85: The in-text citation "Allport (1935)" is not in the reference list. Please correct the citation, add the reference to the list, or delete the citation. .
Green Purchase Intention: Green purchasing intention is the tendency of a consumer to choose a green product above non-green options when making a purchase decision (Hasan, 2013 AU89: The in-text citation "Hasan, 2013" is not in the reference list. Please correct the citation, add the reference to the list, or delete the citation. ).
Environment Knowledge: Environment knowledge according to Pagiaslis and Krontalis (2014) AU86: The in-text citation "Pagiaslis and Krontalis (2014)" is not in the reference list. Please correct the citation, add the reference to the list, or delete the citation. , is the awareness of one’s surroundings as an ecologically interrelated system and efforts to contribute to the advancement of environmental sustainability. Environmental knowledge, in a narrow sense, refers to one's understanding of environmental issues, environmental knowledge is most narrowly defined as one’s comprehension of environmental challenges, writes Yadav & Pathak, (2016a) AU87: The in-text citation "Yadav & Pathak, (2016a)" is not in the reference list. Please correct the citation, add the reference to the list, or delete the citation.
Subjective Norms: Douglas (1977) AU90: The in-text citation "Douglas (1977)" is not in the reference list. Please correct the citation, add the reference to the list, or delete the citation. , defined a subjective norm as a “a kind of belied that people approve or disapprove of certain behavior when undertaking and performing the behavior.”