The impact of shopping motivation on sustainable consumption: A study in the context of green apparel

Abstract

The study aims to investigate the impact of shopping motivation on consumers’ intention to buy green apparel. The study adopted the theory of shopping motivation (utilitarian and hedonic motivation) as a framework. Further, the moderating roles of gender and family income were also examined in all the studied relationships. Data were collected through a questionnaire survey and analyzed using structural equation modeling. The findings indicate a significant impact of information availability and customized offerings on utilitarian motivation, along with a significant impact of adventure, authority, and status on hedonic motivation. Both shopping motivations, utilitarian and hedonic, influence purchase intention regarding green apparel. Gender was found to have a moderating relationship for information availability with utilitarian motivation and for authority and status with hedonic motivation. The moderating effect of income was also confirmed. The findings will help managers and practitioners promote sustainable consumption through green apparel. This may, in turn, foster the cleaner production and practices of sustainable consumption, which is beneficial for the planet and people.