A study on Pro-environmental attitudes and product attributes of the consumer’s and their impact on purchase behavior of environmentally safe fashion product

Abstract

This study is done to investigate whether the environmental attitudes and product attributes of eco-friendly products, perceived importance of a company’s environmental activities influence the consumer buying behavior of environmentally friendly fashion goods, which also includes the satisfaction of the consumers towards the eco-friendly fashion products. To conduct the study, the authors have prepared a questionnaire suitable for the study which was responded to by 400 people. In our study, the authors obtained the results that consumer’s environmental concern and their purchases of environmentally safe household items have a positive influence on the purchasing of environmentally safe fashion products by consumers. Second, the authors found that the importance of the buyer to the products eco-friendly attributes has a (+ve) influence on the buying behavior of environmentally safe fashion products. Third, the authors found that the corporate environmental activities value is not having a significant effect on the consumer’s purchase habits of environmentally safe fashion items. Finally, the authors found that consumers’ purchase behavior of environmentally safe fashion products has a huge positive influence on the satisfaction, trust of the consumers, and repurchase intention of the consumers. Where the authors have found that the trust and satisfaction of customers lead to the intention to repurchase environmentally safe fashion goods. Here the research implication was discussed.