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Analyzing the motivators and barriers associated with buying green apparel: Digging deep into retail consumers' behavior

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  • Yadav, Rambalak
  • Giri, Arunangshu
  • Alzeiby, Ebtesam Abdullah

Abstract

The concept of green/sustainable apparel in developing nations is still nascent. Therefore, the present research explores the consumers' attitudes and intentions toward sustainable apparel in India, a developing country. The current study emphasizes analyzing barriers and motivators in a single framework and how they impact consumers' attitudes and intentions. To achieve this objective, we used the Stimulus-Organism-Response (SOR) theory as a conceptual framework, which was tested using data collected from 379 respondents using an online survey approach. We used the sequential approach of SEM and fsQCA to understand consumers' intentions towards green apparel. The study considered self-transcendence (STV) and self-enhancement values (SEV) as stimuli, motivators, and barriers as organisms and attitude and intention of adopting green apparel as a response. The finding reported that stimuli positively influence motivation (organisms) and negatively influence barriers (organism) toward green apparel, which further affect attitude and intention towards adopting green apparel (response).

Suggested Citation

  • Yadav, Rambalak & Giri, Arunangshu & Alzeiby, Ebtesam Abdullah, 2024. "Analyzing the motivators and barriers associated with buying green apparel: Digging deep into retail consumers' behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 81(C).
    • Handle: RePEc:eee:joreco:v:81:y:2024:i:c:s0969698924002790
    DOI: 10.1016/j.jretconser.2024.103983
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