Purpose Sustainable fashion has emerged as a vital initiative within the textile sector to mitigate the adverse environmental effects of economic development. Despite these efforts, consumer responses toward sustainable practices in the fashion industry remain inconsistent across nations. This study aims to investigate the determinants of Indian consumers’ adoption of sustainable fashion by extending the theory of planned behavior (TPB). Design/methodology/approach A quantitative research design was employed, utilizing a self-administered questionnaire to collect data from 239 sustainable fashion consumers in the Delhi–National Capital Region (NCR). Purposive and snowball sampling techniques were applied, and the data were analyzed using SPSS 26 and SmartPLS 4. Findings Results reveal that environmental concern significantly influences consumer knowledge, attitudes and subjective norms regarding sustainable fashion. Furthermore, all TPB constructs demonstrate a significant effect on purchase intention and subsequent purchase behavior, except for social influence, which was not found to be a strong predictor. Originality/value This research enriches the literature on sustainable fashion adoption by extending the TPB model with environmental concern and applying advanced analytical techniques (SmartPLS 4). The study provides both academic insights and practical guidance for promoting sustainable fashion consumption in emerging markets.
Rani et al. (Wed,) studied this question.
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