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.
Published in Chapter:
Factors Affecting the Purchase Intention of Indian Youths: Special Reference to the Textile and Clothing Industry
Akamsha Krishnan (Amity University, Noida, India) and Shivani Mehta (Amity University, Noida, India)
Copyright: © 2023
|Pages: 20
DOI: 10.4018/978-1-6684-8969-7.ch011
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.