Consumer perception on sustainable clothing among urban Indians

This study examines the urban consumer in India, the largest category among the stakeholders of sustainable fashion. A survey on consumer perception and consumer behaviour with regard to a green purchase decision of sustainable or eco-friendly clothing was done among 460 participants in two of the south Indian cities of Chennai and Bengaluru. A conceptual framework was adapted for green consumerism from the Theory of Planned Behaviour. The theory was used to understand consumer perceptions and their influence on their purchase behaviour with regard to sustainable clothing. The 'product attributes' of sustainable clothing brands were considered as intervening variables and their effects on 'green purchase decision' were examined. Probit regression was used to analyse the data. One of the significant findings of the study is that 'environmental knowledge', 'environmental attitude' and 'perceived consumer effectiveness' have a significant effect on urban 'purchase intention' of sustainable clothing. Practical implications of the study are discussed.