Why do consumers buy green apparel? The role of dispositional traits, environmental orientation, environmental knowledge, and monetary incentive

Journal article

Sadiq, M., Bharti, Kumkum, Adil, Mohd. and Singh, Ramendra. (2021). Why do consumers buy green apparel? The role of dispositional traits, environmental orientation, environmental knowledge, and monetary incentive. Journal of Retailing and Consumer Services. 62, pp. 1-13. https://doi.org/10.1016/j.jretconser.2021.102643
AuthorsSadiq, M., Bharti, Kumkum, Adil, Mohd. and Singh, Ramendra
Abstract

This study investigates the influence of both consumer optimism and pessimism on the green apparel buying behavior, using the self-focused regulation theoretical framework. Further, it measures the mediation effect of environmental orientation, and the moderation effect of environmental knowledge and monetary incentive on the proposed associations. An online survey was conducted through Amazon Mechanical Turk to collect data from 450 consumers. The findings reveal that optimistic consumers buy green apparel, while pessimistic consumers avoid it. Interestingly, when environmental orientation is introduced as a mediator, the pessimistic consumers also express the intent to buy green apparel. Further, environmental knowledge and monetary incentive both significantly moderate the relationships of green apparel buying behavior with consumer pessimism and environmental orientation. Holistically, this study provides significant implications for both green apparel marketers and retailers.

KeywordsDispositional traits; Environmental orientation; Environmental knowledge; Monetary incentive; Green apparel
Year01 Jan 2021
JournalJournal of Retailing and Consumer Services
Journal citation62, pp. 1-13
PublisherElsevier Ltd. (UK)
ISSN0969-6989
Digital Object Identifier (DOI)https://doi.org/10.1016/j.jretconser.2021.102643
Web address (URL)https://www.sciencedirect.com/science/article/pii/S0969698921002095
Open accessPublished as non-open access
Research or scholarlyResearch
Page range1-13
Publisher's version
License
All rights reserved
File Access Level
Controlled
Output statusPublished
Publication dates
Online15 Jun 2021
Publication process dates
Accepted07 Jun 2021
Deposited10 Jun 2024
Additional information

© 2021 Elsevier Ltd. All rights reserved.

Place of publicationUnited Kingdom
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