Factors Influencing Retail Consumers' Decision to Purchase Environmentally Friendly Apparel

Abstract

The purpose of this study is to investigate how price sensitivity, style and design, consumer innovativeness, and brand loyalty affect the Consumers' Decision to Purchase Environmentally Friendly Apparel. Using an online survey, we collected 200 responses from individuals in the Hyderabad metropolitan area of Telangana state in India who were familiar with green apparel. We utilized a two-step approach, commonly used in recent studies, to analyze the data. This involved conducting confirmatory factor analysis (CFA) to examine the measurement model, followed by structural equation Modelling. The analysis of a survey sample of 200 customers revealed that there is a clear relationship between price sensitivity, style, design, customer innovativeness, brand loyalty, and the consumer purchase decision connection in the context of Environmentally Friendly Apparel.