Generation Y's purchase intentions with organic, fair trade, and recycled apparel and their
relationships to moral obligation
The apparel industry is taking highly proactive approach to protect people and the environment followed by the upsurge of public opinions. Thus, under an umbrella movement of sustainability, efforts to improve all of three pillars – social, economic, and environmental – became “a focal point in academic and industry literature” (Lee & Hill, 2012, p. 488). Many consumers are becoming aware of apparel company’s corporate social responsibility (CSR) activities. Companies see social and environmental initiatives as a new source of business profits; therefore, a new green marketing paradigm has emerged and taken over in conventional marketing strategies.