Green Apparel Buying: Role of Past Behavior, Knowledge and Peer Influence in the Assessment of Green Apparel Perceived Benefits

Abstract

The current research examines the influence of past environmental behavior, peer influence, and green apparel knowledge on green apparel perceived benefits and consequently, its impact on green apparel purchase behavior. Data was collected through a mall intercept technique in cities across India. Past environmental behavior, peer influence, and green apparel knowledge influenced green apparel perceived benefits and consequently, apparel purchase. Perceived benefits were related to attributes like the perceived value in buying fair trade clothing and self-image enhancement. Green apparel brands are becoming popular among Indian consumers, as many fashion designers are using traditional fabrics and fibers to design fashion apparel. Green apparel manufacturers can use the findings to create awareness about altruistic, physical, and esthetic product attributes. These attributes could be linked with green self-identity, style, self-enhancement, and eco-consciousness. Educating and informing consumers about environment-friendly attributes and benefits through social influence can create a favorable perception of green apparel benefits and its value.