What does this research mean for the field?

Among young consumers, sustainable apparel purchase behavior is significantly driven by circular economy awareness and green brand loyalty, while eco-anxiety acts as a necessary but not sufficient precondition. Novelty: ClaimNovelty.INCREMENTAL. Consensus alignment: ConsensusAlignment.NEUTRAL.

What question did this study set out to answer?

To extend the theory of planned behaviour to explain sustainable apparel purchasing and distinguish sufficient drivers from necessary preconditions among young Indian consumers.

September 2, 2026International Journal of Quality and Service Sciences

From attitudes to actions – decoding the drivers of sustainable apparel consumption using PLS-SEM and NCA

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Authors

SYSher Singh YadavPandit Deendayal Petroleum University SKSanjay Kumar KarPetronas (Malaysia)

Discussion

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Implication

Cross-sectional survey reveals drivers of sustainable apparel consumption in young consumers, highlighting eco-anxiety as a necessary precondition.

Key Points

To extend the theory of planned behaviour to explain sustainable apparel purchasing and distinguish sufficient drivers from necessary preconditions among young Indian consumers.
Conducted a quantitative, cross-sectional online survey across India yielding N=365 valid responses.
Combined partial least squares structural equation modelling (PLS-SEM) and necessary condition analysis (NCA) using SmartPLS 4.0 and R.
Purchase intention predicted purchase behaviour, with attitudes directly predicting intention, while altruistic behaviour and personal norms shaped attitudes.
Circular economy–sustainable development goals awareness and green brand loyalty significantly influenced sustainable apparel purchase behaviour.
Necessary condition analysis identified eco-anxiety as a necessary precondition, though not sufficient on its own, to drive sustainable apparel purchases.

Cite This Study

Yadav et al. (2026) studied this question.

synapsesocial.com/papers/6a97e318c562ede874ec7a19 https://doi.org/10.1108/ijqss-09-2025-0229

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September 2, 2026International Journal of Quality and Service Sciences

From attitudes to actions – decoding the drivers of sustainable apparel consumption using PLS-SEM and NCA

View Full Paper

Ask AI

Bookmark

Authors

SYSher Singh YadavPandit Deendayal Petroleum University SKSanjay Kumar KarPetronas (Malaysia)

Discussion

Member takes

Implication

Cross-sectional survey reveals drivers of sustainable apparel consumption in young consumers, highlighting eco-anxiety as a necessary precondition.

Key Points

To extend the theory of planned behaviour to explain sustainable apparel purchasing and distinguish sufficient drivers from necessary preconditions among young Indian consumers.
Conducted a quantitative, cross-sectional online survey across India yielding N=365 valid responses.
Combined partial least squares structural equation modelling (PLS-SEM) and necessary condition analysis (NCA) using SmartPLS 4.0 and R.
Purchase intention predicted purchase behaviour, with attitudes directly predicting intention, while altruistic behaviour and personal norms shaped attitudes.
Circular economy–sustainable development goals awareness and green brand loyalty significantly influenced sustainable apparel purchase behaviour.
Necessary condition analysis identified eco-anxiety as a necessary precondition, though not sufficient on its own, to drive sustainable apparel purchases.

Cite This Study

Yadav et al. (2026) studied this question.

synapsesocial.com/papers/6a97e318c562ede874ec7a19 https://doi.org/10.1108/ijqss-09-2025-0229

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