A Study to Explore Consumer Buying Behavior for Sustainable Clothing: A Focus on Selected Clothing Companies

Purpose: Contributing to the growing body of literature on sustainable consumer behavior, this study aims to explore the factors influencing consumer buying behavior for sustainable clothing within selected clothing companies. It seeks to understand how these factors shape consumer decisions and behaviors toward green products, thereby offering insights into the effectiveness of sustainability efforts in the fashion industry. Design/Methodology/Approach: Data were collected from 103 respondents through an online questionnaire distributed across four cities in Gujarat: Ahmedabad, Rajkot, Surat, and Vadodara. Factor analysis, and chi-square tests were employed to identify the factors influencing consumer buying behavior and to gain insights into their purchasing decisions regarding selected clothing companies. Findings: The study reveals that purchase intention is significantly influenced by consumer attitude, sustainability awareness, environmental commitment, and green advocacy. Additionally, the analysis identified that certain companies with green initiatives are positively impacting consumer buying behavior. Research Limitations/Implications: This study provides important insights for clothing retailers on influencing sustainable purchase behavior in Gujarat, highlighting the impact of consumer attitudes, sustainability awareness, and green initiatives. However, the findings are based on responses from 103 participants across four cities in Gujarat, which may not reflect broader consumer behavior. The study did not explore other regions or demographic groups, suggesting a need for future research with a larger and more diverse sample to generalize the results.