Antecedents to Indian consumers’ perception of green apparel benefits

Abstract

PurposeThis study aims to examine the influence of past environmental behaviour, green peer influence and green apparel knowledge on the subject of Indian consumers’ evaluation of the perceived benefits of green apparel.Design/methodology/approachData was collected through a mall intercept technique in 10 cities across India.FindingsPast environmental behaviour, green peer influence and green apparel knowledge had an impact on green apparel perceived benefits. Perceived benefits comprise of product attributes such as awareness of fair trade practices, the perceived value in buying fair trade clothes, and enhancement of self-image.Research limitations/implicationsThe research did not examine the impact of demographics and lifestyle on green apparel buying or the influence of product attributes such as quality, price and functional features in predicting consumers’ behaviour towards green apparel.Practical implicationsGreen apparel manufacturers should focus on altruistic, physical and aesthetic product attributes. Green apparel can be marketed as a distinct product that communicates environment-friendly commitment. The social influence could be used to spread awareness about green apparel benefits.Originality/valueThere is little research on consumers’ perception of the benefits and value of green apparel in India. The study looks into altruistic and physical product features of green clothing and their role in enhancing an individual’s self-identity.