From green perception to action unveiling the factors shaping consumer intentions and behaviors in sustainable fashion with the moderating effect of environmental awareness

Abstract

This study aims to investigate factors influencing green purchase behavior (GPB) of customers within the fashion industry. Specifically, it investigates the moderating effects of environmental awareness (EA) on the relationships between green perceived quality (GPQ) and green purchase intention (GPI) as well as green trust (GT) and GPI. Additionally, the research analyzes the connection between GPI and actual GPB. Its framework is developed based on theory of Planned Behavior (TPB), cue utilization theory and findings from previous studies. These theories provide a foundation for understanding how various customer, product and environmental factors contribute to GPI and GPB. The research employs both qualitative and quantitative research methods using a survey approach. An aggregate of 468 appropriate responses were collected and examined using SPSS 20 and SmartPLS 4. The findings show that GPQ and green perceived value influence GT, which then affects GPI. Greenwashing perception negatively impacts GPI, whereas green word-of-mouth has a favorable effect. GPI directly influences GPB, supporting TPB. However, EA does not considerably moderate the relation between GPQ and GPI and has inconsistent effects on GT and purchase intention across brands