Sustainable apparel purchase intention: Moderating influence of environmental consciousness

This study empirically investigates how environmental awareness and consciousness inuences customers' preferences to purchase sustainable apparel. The main objective of this research is to understand the degree to which deeply ingrained environmental values and beliefs impact consumer buying behaviour in relation to purchase intension of sustainable apparel.

This research used a quantitative methodology to gather data from a sample of 450 participants. The data collected for the study was through structured questionnaire and data analysis performed using software Smart PLS 4. This methodology makes it possible to comprehend the intricate interrelationship among variables better and identify any potential moderating elements they affect.

The research ndings indicate that environmental consciousness signiantly moderates consumers' Intention to purchase sustainable clothing. Specially, those with a higher level of ecological consciousness were signiantly more inclined to buy sustainable apparel than those with a lower level of environmental consciousness. This study highlights the increasing signiance of environmental awareness in inuencing consumer behaviour in the apparel industry and the opportunity for businesses to use sustainability as a distinct competitive advantage.

The conclusions of this research improve our understanding of consumer behaviour in relation to sustainable clothing. It provides guidance to businesses aiming to create impactful marketing strategies for promoting sustainable clothes.