What question did this study set out to answer?

This study aims to explore the effects of environmental knowledge on consumers' purchase intentions for green clothing, while analyzing various mediating and moderating factors.

January 18, 2026Asia Pacific Journal of Marketing and Logistics

Investigating a dual moderation model toward green fashion retailing

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Authors

LWLinfan WangNingbo University YQYuhan QiaoUNSW Sydney HMHu MengSichuan University of Science and Engineering

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Implication

An online survey examines how environmental knowledge influences purchase intention for green clothing, highlighting key moderating factors.

Key Points

This study aims to explore the effects of environmental knowledge on consumers' purchase intentions for green clothing, while analyzing various mediating and moderating factors.
Conducted an online survey with 405 valid samples in China.
Utilized a 2x3 between-subjects design based on clothing type and perceived environmental premium.
Applied empirical analysis standards to assess the relationships among variables.
Environmental knowledge level positively influences purchase intention for green clothing.
Perceived value, expected moral benefit, and perceived greenwashing partially mediate this relationship.
Perceived environmental premiums moderate the impact of environmental knowledge on perceived value and greenwashing.
Green clothing types moderate the effects of perceived value and greenwashing on purchase intention.

Cite This Study

Wang et al. (2026) studied this question.

synapsesocial.com/papers/696c7791eb60fb80d1395cd4 https://doi.org/10.1108/apjml-08-2025-1734

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Implication

An online survey examines how environmental knowledge influences purchase intention for green clothing, highlighting key moderating factors.

Investigating a dual moderation model toward green fashion retailing

Discussion

Member takes

Implication

Key Points

Cite This Study

Investigating a dual moderation model toward green fashion retailing

Discussion

Member takes

Implication

Key Points

Cite This Study

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