Influence of celebrities and online communities on Indian consumers' green clothing involvement and purchase behavior

Purpose: The study examined the role of collective self-esteem (CSE), online communities, green attitudes and the influence of celebrities on green clothing involvement and consequently its impact on green clothing purchase behavior of Indian consumers. Design/methodology/approach: A mix of convenience and random sampling was used for data collection via an online survey. The sample (n = 403) comprised consumers having awareness about green clothing. Structural equation modeling (SEM) was used for analysis. Findings: Online communities, green attitudes and influence of celebrities predicted green clothing involvement and in turn their purchase behavior. CSE had no impact on consumers' green clothing involvement. Practical implications: The findings can help green apparel manufacturers and designers to use celebrities and online communities to educate and promote the benefits of green clothing. Social media can be employed to share experiences and engage consumers about green clothing. Originality/value: Since online networking sites are gaining predominance in influencing behavior, the study extends the earlier research on social influence by examining its role along with celebrities and CSE on green apparel involvement and purchase. The study combines celebrities, online communities and collective identity influences (offline and online) in predicting green clothing purchase in India.