Understanding the role of individual concerns, attitude, and perceived value in green apparel purchase intention; the mediating effect of consumer involvement and moderating role of generation Z&Y

The apparel industry has been a significant area of concern for the environment; hence there is an emphasis on the production and marketing of green apparel. The apparel industry is responsible for 10% of global carbon emissions and 20% of global water waste. The present study examined the effect of individual concern on the consumption attitude and its impact on consumer's purchase intention of green apparel. The study also explored the mediating role of consumer involvement between attitude and intention. The moderating role of Gen Y & Z was investigated to understand their effect on green purchase intention. Data were collected using a structured questionnaire from the respondents at different malls and supermarkets. A total of 692 buyers participated in the survey. A structural equation modeling approach is used for data analysis using Smart PLS. The study results indicated a positive relationship of individual concerns (social, environmental & political) and perceived value with consumption attitude toward green apparel. The study's results also showed a positive effect of consumption attitude towards purchase intention of green apparel, both direct and indirect relationships through consumer involvement. Further, the study has also established the moderating role of generation (Z&Y) between consumer attitude and purchase intention. Marketers can utilize individual concerns to propagate the additional utility of green apparel, increasing the value for the consumer. Also, marketers and government can involve customers, especially Gen Z&Y, through various public participation drives and contests to generate consumer attitude and involvement, which will further result in the purchase intention of green apparel. The study provided insights into green apparel consumption and contributes to a cleaner and responsible consumption for a sustainable society.