Rakesh Kumar Beuria, Rama Koteswara Rao Kondasani and Jogeswar Mahato
This study aims to analyze the impact of minimalism, attitude, perceived behavioral control and subjective norm on green purchase intention in the fashion industry using the…
Abstract
Purpose
This study aims to analyze the impact of minimalism, attitude, perceived behavioral control and subjective norm on green purchase intention in the fashion industry using the theory of planned behavior (TPB).
Design/methodology/approach
The study used the mall-intercept technique to collect data from shopping malls across six cities in India by administering a structured questionnaire. The sample comprised 230 responses, which were analyzed using the partial least square structural equation modeling (PLS-SEM).
Findings
The findings highlighted that minimalism, subjective norm, attitude and perceived behavior control significantly affect the purchase intention of green apparel in fashion industries. This strengthens the validity of the TPB in explaining green purchasing intention among educated individuals from Generations Y and Z in India.
Practical implications
This study is crucial for corporate leaders and academia as it embarks on new findings from young Indian consumers’ perspective. Minimalistic principles shape consumers’ purchasing attitude by enhancing their confidence and ability to adopt green consumption practices.
Originality/value
The study advances the comprehension of sustainable fashion marketing in India by investigating the correlation between customers’ minimalism and purchasing intention regarding sustainable apparel.