A study on consumer behaviour and perception on sustainable clothing among urban indians

Abstract

This study examined the urban consumer in India, the largest category newlineamong the stakeholders of sustainable fashion. A survey on consumer newlineperception and consumer behaviour with regard to a green purchase decision newlineof sustainable or eco-friendly clothing was done among 460 participants in newlinetwo of the south Indian cities of Chennai and Bengaluru. A conceptual newlineframework was adapted for green consumerism from the Theory of Planned newlineBehaviour. The theory was used to understand consumer perceptions and their newlineinfluence on their purchase behaviour with regard to sustainable clothing. The newline product attributes of sustainable clothing brands were considered as newlineintervening variables and their effects on green purchase decision were newlineexamined. Probit regression was used to analyse the data. One of the newlinesignificant findings of the study is that environmental knowledge , newline environmental attitude , and perceived consumer effectiveness have a newlinesignificant effect on urban purchase intention of sustainable clothing. newline