INFLUENCES ON CONSUMERS’ INTENTIONS TO PURCHASE SUSTAINABLE APPAREL PRODUCTS

Abstract

India must transition to more sustainable consumption practices because the country's fast economic expansion and overconsumption among the world's largest population have caused the environment to deteriorate. Although consumer views are good and the public's interest in sustainability has increased, consumers' behavioral intentions do not align with their attitudes. The purpose of this study is to investigate the views of Indian consumers toward sustainable apparels in order to identify psychological barriers and motivations (consumption ideals, social norms, and attitudes toward SAP). Clothes and textile items add to the massive amount of waste that is found worldwide and fill landfills. The general public's ignorance about sustainable solutions for textile product care, disposal, and recycling accounts for a large portion of the waste generated by the textile industry. This study examined environmental consciousness, consumers' attitudes, subjective norms, and perceived behavioral controls to determine their desire to buy eco-friendly clothing intention and to take part in sustainable activities.