FROM FABRIC TO FASHION: HOW PHYSICAL PRODUCT ATTRIBUTES AND ATTITUDE INFLUENCE GREEN APPAREL BUYING BEHAVIOR

Abstract

The apparel industry has been a significant area of concern for the environment; hence prioritizes producing and selling of green apparel. The apparel industry accounts for 10% of global carbon emissions and 20% of global water waste. The current study investigated the relationship between attitude and physical product attributes on green apparel buying behavior. Data was collected using a structured questionnaire from the female respondents at different malls and supermarkets. A total of 500 female respondents participated in the survey. A structural equation modeling approach is used for data analysis using Smart PLS. The study found a significant relationship between attitude and physical product attributes on green apparel buying behavior. Marketers can utilize individual concerns to promote the additional utility of green apparel, increasing the value for the consumer.