What is Environmental Consciousness

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.