A study on factors influencing the purchase intention of consumers towards eco-friendly clothing in India

AbstractThe aim of the paper is to explore the influence of Perception of Eco-Friendly Clothing (PEFC), Expectations of Eco-Friendly clothing (EEFC), Environment Concern (EC), Perceived Consumer Effectiveness (PCE) and Subjective Norms (SN) on Purchase Intention (PI) of consumers towards eco-friendly clothing in the National Capital Region (NCR) of India.218 consumers were selected through convenience and snowball sampling. EFA and SEM were applied for data analysis using SPSS 25 and AMOS.The findings show that EEFC and EC emerge as strong predictors of PI. However, no association between PCE and PI was found. Lastly, the study found negative association of PEFC and SN on PI.In the last decade, previous studies exploring factors influencing purchase intention of consumers towards eco-friendly clothing have been done outside India i.e. South Korea, USA, Turkey, Malaysia, Thailand, Iran, etc. with limited studies have been conducted within India. Therefore, the present study fills this gap and explores the association between PEFC, EEFC, EC, PCE and SN on PI of consumers towards eco-friendly clothing in the NCR, India. This study presents a new conceptual model in eco-friendly clothing framework.