Bridging the intention–behavior gap in green fashion: evidence from an emerging market

Purpose The purpose of this study is to examine the impact of Environmental Concern and Perceived Value; along with its four dimensions, on green fashion Purchase Intention in Egypt, as well as exploring whether an intention-behavior gap exists in this context. It aims to address the limited research on sustainable consumption in the MENA region. Design/methodology/approach A positivist philosophy and deductive approach were adopted. A structured questionnaire, prepared in both English and Arabic, was distributed online, yielding 424 valid responses. Data were analyzed using SPSS for descriptive statistics and SmartPLS 4 for Structural Equation Modeling (SEM). Findings Results show that environmental concern and perceived value significantly impact green fashion purchase intention. However, regarding the dimensions of perceived value, only perceived quality and emotional values had a significant impact, while perceived price and social values did not. Purchase intention was also found to significantly impact actual purchase behavior, suggesting an evidence of intention translating into self-reported purchase behavior within this sample in Egypt’s green fashion sector. Practical implications It is evident that marketers of green fashion in Egypt should emphasize on environmental, quality, and emotional benefits in their marketing strategies. Additionally, it is important for policymakers and stakeholders in the industry to promote environmental awareness as well as provide information regarding the environmental benefits of green fashion products. Furthermore, since the intention-behavior link is significant, it is imperative to ensure that consumers have easy access to green fashion products. Originality/value This study contributes to the green fashion literature by developing a comprehensive model; combining consumer-specific (environmental concern) and product-specific (perceived value) factors, while providing evidence from Egypt, a non-Western and underexplored market. It contributes to a more holistic understanding of sustainable consumer behavior in emerging economies.