Measuring Consumer Brand Perception for Green Apparel Brands

Abstract

This research article examines how green consumers form perceptions about green brands by creating a frame of reference for such consumers in the apparel category. A research instrument was developed to measure consumer brand perception towards green apparel brands and a survey was conducted on 317 fashion students at undergraduate and post-graduate levels. These students were consumers of green apparels. Factor analysis was used to identify factors that contribute towards green consumer perception and these factors were further grouped into cognitive, affective and behavioral components. This study will enable managers to make a more informed decision in policy formulation in order to improve consumer brand perception towards green apparel brands.