Factor influencing purchase intension of sustainable apparels among millennials.

Abstract

The apparel business has the second largest carbon footprint and is the leading contributor to landfill garbage. To mitigate the adverse consequences, there must be a shift towards the use of organic textiles and fibres. Millennials are the most influential consumer demographic on the market, and apparel manufacturers and merchants should investigate the degree to which they are affected by a brand's social mission while making purchases. Sustainability in apparel does not yet have a commonly agreed definition, but this research examines the aim of educating young Indians to buy sustainable apparels. This study explored the variables that impact the purchase intention of sustainable apparel among millennials, the link between millennials' sustainability beliefs, attitudes and behaviours,and the importance of sustainability marketing and communication techniques. The Likert scale, a revised version of an earlier theory based on the notion of planned action, was used to assess the participants' intentions to buy eco-friendly clothing. Investigation and Measuring the findings of the model displaying factor loadings, AVE, and Cronbach's alpha were deemed adequate to demonstrate the validity and reliability of the scale. This paper explores factors influence millennials' willingness to purchase sustainable apparel, such as awareness and education, price and value, brand perception, social effect, convenience and availability. This research offers insights into the elements that impact the desire to buy apparel among millennials, although it has limitations. This study examines the apparel buying habits of the millennial generation in India, as well as the idea of planned behaviour in relation to clothes purchase intentions.