Impact of Supply Chain Transparency on the Purchase Intention of Apparel Customers in Colombo District

Unethical practices within the apparel industry’s supply chains have prompted customers to critically evaluate their purchasing behaviours. While numerous studies have highlighted the importance of supply chain transparency in addressing the ethical issues within the apparel industry and its role in building trust between companies and customers, only a few researchers have focused on how customers perceive transparency and how it impacts their behaviour. The research gap identified in this study therefore revolves around the limited exploration of the effects of perceived supply chain transparency on customers. Both primary and secondary data were used for this explanatory, cross sectional study. Primary data were collected by distributing an online questionnaire among 270 respondents using snowball sampling method. The collected data were then analysed by using statistical analysis tool SPSS. Secondary data was gathered by referring to previous research articles which have been published in similar fields of study. The results of the analysis indicated that the independent variable (supply chain transparency) is reliable and has a strong and significant relationship with customer purchase intention. However, researcher has recommended to conduct future research on this topic by taking more independent variables into consideration.