Investigating Consumers’ Motivation For Purchasing Sustainable Apparel Through Omni Channel Using Self-Determination Theory

This study explores the psychological and contextual factors driving consumer motivation to purchase sustainable apparel in an omni-channel retail environment, using Self-Determination Theory (SDT) as a framework. Survey data from 374 Indian consumers reveal that environmental knowledge, locus of control, self-expressiveness, and social influence significantly impact brand trust and engagement—key mediators of purchase intention. Findings emphasize brand trust as a stronger predictor and highlight the role of integrated online–offline (phygital) strategies in shaping sustainable fashion behaviour. The study offers insights for bridging the gap between consumer attitudes and actions in sustainable consumption.