Investigating Sustainable Apparel Consumption among Indian Consumers

Date
2017-01-01
Authors
Manchiraju, Srikant
Sadachar, Amrut
Khare, Arpita
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Abstract

The purpose of the present study was to investigate Indian consumers' purchase intentions towards organic clothing. Proposed hypotheses were H1a-b: Organic clothing knowledge positively influences: (a) organic clothing [product] involvement, and (b) organic clothing [consumption] involvement. H2a-b: Materialism positively influences: (a) organic clothing [product] involvement, and (b) organic clothing [consumption] involvement. H3a-b: Perceived product availability of organic clothing positively influences: (a) organic clothing [product] involvement, and (b) organic clothing [consumption] involvement. H4a-b: (a) Organic clothing [product] involvement and (b) organic clothing [consumption] involvement positively influences organic clothing purchase behavior. Data were collected through an online survey administered by a market research firm located in India. A variety of statistical analysis including descriptive, reliability, confirmatory factor analysis (CFA) and structural equation modeling (SEM) were employed. SEM analysis supported the hypotheses H1a, H1b, H2b, and H3b. Our study suggests that emerging economies are still at nascent stage, and need to educate consumers regarding organic clothing consumption.

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