The driving effects of non-functional requirements and psychological ownership of the environment on consumers’ green apparel purchase intention

This study investigated the impact of consumers’ non-functional requirements (NFR) on their intention to purchase green apparel. Previous research has predominantly focused on environmental perspectives, yet the role of consumers’ intrinsic desires as a driver in decision-making has been largely overlooked. By conceptualizing green apparel as an instrument for social interaction and self-expression, this study integrates the Theory of Planned Behavior (TPB) and the Consumption Value Theory (CVT) to examine how consumers’ NFR—including social belonging, social uniqueness, aesthetic pleasure, and innovation perception—influence their attitudes and purchase intentions, while analyzing the mediating role of consumers’ psychological ownership of the environment (POE) and the moderating effect of product exposure and display (ED). Data were collected via a cross-sectional survey of 466 consumers in Shanghai, China, who had purchased green apparel in the past 12 months, and were analyzed using structural equation modeling (SEM) in SPSS and AMOS. The findings reveal that: (1) All four dimensions of NFR significantly enhance consumers’ purchase intention toward green apparel. (2) POE serves as a critical mediator between NFR and consumer attitudes. (3) ED mitigates design-related stigma, thereby moderating the relationship between attitudes and purchase intention. This study highlights the significance of satisfying consumers’ intrinsic desires in driving the intention to purchase green apparel and provides theoretical and practical guidance for managers in the green apparel industry, contributing to the sustainable development of the green apparel market.