Investigating the Role of Knowledge, Materialism, Product Availability, and Involvement in Predicting the Organic Clothing Purchase Behavior of Consumers in the Indian Market

Abstract

The present study examined the influence of organic clothing product involvement, consumption involvement, organic clothing knowledge, perceived product availability, and materialism on Indian consumers’ decision to purchase organic clothing. The study adopted a mix of convenience and random sampling for data collection via an online survey. The sample (n = 351) comprised of Indian consumers with an average age of 34. Structural equation modeling approach was followed to test the hypothesized relationships between the variables. Findings revealed that organic clothing product knowledge influenced organic clothing product and consumption involvement. Perceived product availability of organic clothing had an impact on organic clothing consumption involvement. Materialism influenced organic clothing consumption involvement, whereas organic clothing product and consumption involvement did not influence organic clothing purchase behavior.