Millennial consumer’s stance toward sustainable fashion apparel

Millennial consumer’s stance toward sustainable fashion apparel Beeraka Chalapathi https://orcid.org/0000-0002-8051-636X G. Rajini https://orcid.org/0000-0001-6160-6012

Sustainable fashion is the emerging fashion trend in Global fashion. In India, 34 % of population is a potential millennial contributing to the Indian economy. The present study examines the relationship of quality consciousness, price consciousness, availability of apparel, benefits, and Environmental concern on post-purchase behaviour of sustainable apparel and millennial consumer satisfaction. The results of a quantitative study using the Hayes process, it reveals that brands need to create more awareness of sustainable apparel among the millennial consumer. Price and perceived benefits are major influencing factors among millennial consumers
01 01 2024 885 https://creativecommons.org/licenses/by/4.0 10.56294/sctconf2024885 https://conferencias.ageditor.ar/index.php/sctconf/article/view/885 https://conferencias.ageditor.ar/index.php/sctconf/article/download/885/155 https://conferencias.ageditor.ar/index.php/sctconf/article/download/885/155 https://conferencias.ageditor.ar/index.php/sctconf/article/download/885/156 10.1002/mar.20292 Wiedmann KP, Hennigs N, Siebels A. Value‐based segmentation of luxury consumption behavior. Psychology & Marketing. 2009 Jul; 26(7): 625-651 10.1108/JFMM-07-2015-0052 Henninger CE, Alevizou PJ, Oates CJ. What is sustainable fashion?. Journal of Fashion Marketing and Management: An International Journal. 2016 Oct 3; 20(4): 400-216 10.1080/20932685.2021.2021435 Arora N, Manchanda P. Green perceived value and intention to purchase sustainable apparel among Gen Z: The moderated mediation of attitudes. Journal of Global Fashion Marketing. 2022 Apr 3; 13(2): 168-185 Wiebke A. The Fast Fashion Epidemic. The University of Arizona. 2020 10.1016/j.aaspro.2016.02.035 Ricci C, Marinelli N, Puliti L. The consumer as citizen: the role of ethics for a sustainable consumption. Agriculture and agricultural science procedia. 2016 Jan 1; 8: 395-401 10.1108/13612021211265863 Hill J, Lee HH. Young Generation Y consumers’ perceptions of sustainability in the apparel industry. Journal of Fashion Marketing and Management: An International Journal. 2012 Sep 14; 16(4): 477-491 10.1108/YC-08-2017-00722 Naderi I, Van Steenburg E. Me first, then the environment: Young Millennials as green consumers. Young Consumers. 2018 Aug 7; 19(3): 280-295 Schawbel D. New findings about the millennial consumer. Forbes: Entrepreneurs. 2015 10.1111/ijcs.12367 Khare A, Sadachar A. Green apparel buying behaviour: A study on I ndian youth. International Journal of Consumer Studies. 2017 Sep; 41(5): 558-569 10.4324/9780429442520-8 Kumar D, Gupta P. Ethical Branding Best Practices: A Study of Fabindia in the Context of Social Business. In Ethical Branding and Marketing 2019 Apr; 15: 115-124 Advani S. How commoditization and cross-cultural values influence the sustainability of small-scale fisheries in the Andaman and Nicobar Islands, India (Doctoral dissertation, University of British Columbia). 2020 10.1016/j.jretconser.2021.102775 Johnstone L, Lindh C. Sustainably sustaining (online) fashion consumption: Using influencers to promote sustainable (un) planned behaviour in Europe's millennials. Journal of Retailing and Consumer Services. 2022 Jan 1; 64: 102775. https://doi.org/10.1016/j.jretconser.2021.102775 10.3390/su12051703 Kim Y, Oh KW. Which consumer associations can build a sustainable fashion brand image? Evidence from fast fashion brands. Sustainability. 2020 Feb 25 10.3390/su12051703 12(5): 1703. https://doi.org/10.3390/su12051703 10.3390/su14041945 Hasbullah NN, Sulaiman Z, Mas' od A, Ahmad Sugiran HS. Drivers of sustainable apparel purchase intention: An empirical study of Malaysian millennial consumers. Sustainability. 2022 Feb 9 10.3390/su14041945 14(4): 1945. https://doi.org/10.3390/su14041945 Arora S. Factors Affecting Indian Apparel Industry (Doctoral dissertation). 2022 10.1007/978-981-16-5281-3_14 Vishwakarma A, Meena ML, Dangayach GS, Gupta S. Identification of challenges & practices of sustainability in Indian apparel and textile industries. InRecent Advances in Industrial Production: Select Proceedings of ICEM 2020. Springer Singapore. 2022: 149-156 10.1016/j.cogsc.2022.100710 Adamkiewicz J, Kochanska E, Adamkiewicz I, Łukasik RM. Greenwashing and sustainable fashion industry. Current Opinion in Green and Sustainable Chemistry. 2022: 100710 10.1108/JFMM-03-2021-0060 Mohr I, Fuxman L, Mahmoud AB. A triple-trickle theory for sustainable fashion adoption: the rise of a luxury trend. Journal of Fashion Marketing and Management: An International Journal. 2022 Jul 13; 26(4): 640-660 Mahadewi EP, Harahap A, Alamsyah M. The Impact of Environmental Protection Education on Millennial Awareness Behavior on Sustainable Environmentally Friendly Products: A Systematic Review of Modern Biological Sciences. Annals of the Romanian Society for Cell Biology. 2021 Apr 2: 8475-8484 10.1177/18393349221075026 Mishra S, Shukla Y, Malhotra G, Chatterjee R, Rana J. Millennials’ self-identity and intention to purchase sustainable products. Australasian Marketing Journal. 2023 Aug; 31(3): 199-210 10.1108/JCM-11-2020-4262 Roxas HB, Marte R. Effects of institutions on the eco-brand orientation of millennial consumers: a social cognitive perspective. Journal of consumer marketing. 2022 Feb 9; 39(1): 93-105 10.1080/20932685.2021.1930096 Roozen I, Raedts M, Meijburg L. Do verbal and visual nudges influence consumers’ choice for sustainable fashion?. Journal of Global Fashion Marketing. 2021 Oct 2; 12(4): 327-342 10.1016/j.eist.2016.09.004 Böcker L, Meelen T. Sharing for people, planet or profit? Analysing motivations for intended sharing economy participation. Environmental Innovation and Societal Transitions. 2017 Jun 1; 23: 28-39 10.1002/asi.23552 Hamari J, Sjöklint M, Ukkonen A. The sharing economy: Why people participate in collaborative consumption. Journal of the association for information science and technology. 2016 Sep; 67(9): 2047-2059 10.1108/BFJ-10-2013-0305 Konuk FA. The effects of price consciousness and sale proneness on purchase intention towards expiration date-based priced perishable foods. British food journal. 2015 Feb 2; 117(2): 793-804 Tariq M, Abbas T, Abrar M, Iqbal A. EWOM and brand awareness impact on consumer purchase intention: mediating role of brand image. Pakistan Administrative Review. 2017; 1(1): 84-102 10.1509/jmr.17.0019 Chan HY, Boksem M, Smidts A. Neural profiling of brands: Mapping brand image in consumers’ brains with visual templates. Journal of Marketing Research. 2018 Aug; 55(4): 600-615 10.1016/j.jbusres.2018.01.031 Foroudi P, Jin Z, Gupta S, Foroudi MM, Kitchen PJ. Perceptional components of brand equity: Configuring the Symmetrical and Asymmetrical Paths to brand loyalty and brand purchase intention. Journal of Business Research. 2018 Aug 1; 89: 462-474 10.1108/JFMM-09-2020-0192 Aakko M, Niinimäki K. Quality matters: reviewing the connections between perceived quality and clothing use time. Journal of Fashion Marketing and Management: An International Journal. 2022 Mar 1; 26(1): 107-125 10.1007/s11573-021-01032-1 Stöcker B, Baier D, Brand BM. New insights in online fashion retail returns from a customers’ perspective and their dynamics. Journal of Business Economics. 2021 Oct; 91(8): 1149-1187 10.1108/EBR-11-2020-0306 Brandão A, Da Costa AG. Extending the theory of planned behaviour to understand the effects of barriers towards sustainable fashion consumption. European Business Review. 2021 Feb 24; 33(5): 742-774 10.1108/IJRDM-10-2016-0176 Chang HJ, Watchravesringkan KT. Who are sustainably minded apparel shoppers? An investigation to the influencing factors of sustainable apparel consumption. International Journal of Retail & Distribution Management. 2018 Jan 29; 46(2): 148-162 10.1177/0276146719835283 Gupta S, Gwozdz W, Gentry J. The role of style versus fashion orientation on sustainable apparel consumption. Journal of Macro marketing. 2019 Jun; 39(2): 188-207 10.1111/ijcs.12169 McNeill L, Moore R. Sustainable fashion consumption and the fast fashion conundrum: fashionable consumers and attitudes to sustainability in clothing choice. International journal of consumer studies. 2015 May; 39(3): 212-222 Hayes AF. Introduction to Mediation, Moderation, and Conditional Process Analysis: A Regression - Based Approach, 1st ed., Guilford Press, New York, NY. 2013 10.1080/00273171.2014.962683 Hayes AF. An index and test of linear moderated mediation. Multivariate behavioral research. 2015 Jan 2; 50(1): 1-22 10.1016/j.jretconser.2016.02.002 Nyadzayo MW, Khajehzadeh S. The antecedents of customer loyalty: A moderated mediation model of customer relationship management quality and brand image. Journal of retailing and consumer services. 2016 May 1; 30: 262-270 10.1108/JCM-06-2017-2239 Guo G, Tu H, Cheng B. Interactive effect of consumer affinity and consumer ethnocentrism on product trust and willingness-to-buy: a moderated-mediation model. Journal of Consumer Marketing. 2018 Dec 4; 35(7): 688-697 10.1016/j.dss.2018.04.004 Djelassi S, Diallo MF, Zielke S. How self-service technology experience evaluation affects waiting time and customer satisfaction? A moderated mediation model. Decision Support Systems. 2018 Jul 1; 111: 38-47 10.4018/IJEBR.2018070103 Nagaraj S, Singh S. Investigating the role of customer brand engagement and relationship quality on brand loyalty: an empirical analysis. International Journal of E-Business Research (IJEBR). 2018 Jul 1; 14(3): 34-53 10.1207/s15327906mbr3901_4 MacKinnon DP, Lockwood CM, Williams J. Confidence limits for the indirect effect: Distribution of the product and resampling methods. Multivariate behavioral research. 2004 Jan 1; 39(1): 99-128 10.3758/BF03206553 Preacher KJ, Hayes AF. SPSS and SAS procedures for estimating indirect effects in simple mediation models. Behavior research methods, instruments, & computers. 2004 Nov; 36(4): 717-731 10.1080/00273170701341316 Preacher KJ, Rucker DD, Hayes AF. Addressing moderated mediation hypotheses: Theory, methods, and prescriptions. Multivariate behavioral research. 2007 Jun 29; 42(1): 185-227 10.1037//0021-9010.69.2.307 James LR, Brett JM. Mediators, moderators, and tests for mediation. Journal of applied psychology. 1984 May; 69(2): 307-321