Influence of consumption values on consumer attitude towards sustainable apparel purchase intention: evidence from the Indian apparel market

Purpose This study aims to determine the influence of consumption values on consumer attitudes toward sustainable apparel (SA) purchase intentions (PIs) in emerging markets. Design/methodology/approach The data was collected from 294 Indian consumers using the convenience technique and snowball method sampling. An online questionnaire was hosted, and analysis was performed using the PLS-SEM software. Findings The findings of this study revealed that conditional values had the greatest influence, followed by emotional, epistemic and functional values in decreasing order of strength, but social value was found to be insignificant. Research limitations/implications This study contributes to the literature by examining the influence of consumption values on consumer attitude toward SA. This study addresses a gap where previous research has primarily linked consumption values directly to PIs. Notably, this study finds that social value has a limited impact on attitude toward SA despite its established significance in general apparel consumption. Practical implications The practical implications of this study emphasize the need for a customized approach to popularize SA in emerging markets via promotional campaigns, display of availability and leveraging on emotional appeal. Social implications The results of this study indicate that consumers’ attitude is influenced significantly by product availability and environmental advantages than on price, which supports United Nations Sustainable Development Goal 12. This stresses on the necessity for businesses to be responsible and authentic in their marketing campaigns. Originality/value This study is a novel examination, as it unearths the intricate relationships between consumption values and consumer attitude toward SA PIs and contributes to the scarce literature.