Antecedents to green apparel purchase behavior of Indian consumers

ABSTRACT The current study examines the influence of innovativeness theory-based consumer independent judgment making (CIJM), novelty-seeking behavior (CNS), green apparel knowledge (GAK) and green apparel perceived effectiveness (GAPE) on green apparel purchase behavior (GAPB) in an emerging economy, i.e., India. The covariance-based structural equation modeling (CB-SEM) and a fuzzy-set qualitative comparative analysis (fsQCA) were employed. A mall intercept method was used for data collection across 10 cities in India. A total of 450 responses were obtained through a structured questionnaire. Results indicated that green apparel perceived effectiveness (GAPE) and green apparel knowledge (GAK) had a positive influence on Indian consumers’ green apparel purchase behavior (GAPB). Consumer innovativeness construct of consumer independent judgment making (CIJM) and novelty-seeking behavior (CNS) had no positive impact on green apparel purchase behavior (GAPB). The findings can help green apparel manufacturers, environmentalists, and marketers to focus on prominently communicating the environment-related benefits of green apparels. Green clothing benefits may be improved by incorporating new fashion, designs, fabrics, and trendy styles.