Modelling consumer purchase intentions towards sustainable apparel in India: an empirical investigation of behavioural drivers and barriers

Purpose This study aims to examine the key drivers and barriers influencing consumer purchase intentions towards sustainable apparel in the Indian context. It focuses on understanding the behavioural gap between sustainability awareness and actual purchasing behaviour in an emerging market setting. Design/methodology/approach A quantitative approach was adopted by using data from 603 consumers across six Indian metropolitan cities. Constructs, including environmental concern, attitudes, social norms, perceived behavioural control, fashion orientation, health benefits and environmental knowledge, were analysed through exploratory and confirmatory factor analyses, followed by structural equation modelling. Findings The results indicate that environmental concern, positive consumer attitudes and social norms significantly influence purchase intentions towards sustainable apparel. Perceived behavioural control and perceived health benefits also exhibit indirect effects. Conversely, limited environmental knowledge and perceived lack of fashion appeal present notable barriers. Fashion orientation was not found to significantly impact purchase intention. Originality/value This study offers an applied, context-specific behavioural explanation of sustainable apparel consumption by using empirical data from urban Indian consumers. By explicitly examining the intention–behaviour relationship within an emerging market context, the findings provide actionable insights for brands, policymakers and sustainability advocates seeking to reduce the attitude–behaviour gap and promote sustainable fashion adoption.