Green self-identity and eco-consciousness in green apparel purchase intention: the roles of perceived consumer effectiveness and price sensitivity

Purpose In the current context of increasing environmental concerns, this study aims to investigate the psychological and economic factors that drive consumers’ green apparel purchase intention. This study examines the combined effect of green self-identity and eco-consciousness mediated through perceived consumer effectiveness. It also assesses the moderating role of price sensitivity, particularly within the context of emerging markets. Design/methodology/approach A quantitative approach using the questionnaire method was conducted, and the proposed structural relationships were tested through structural equation modelling in AMOS. Findings The results indicate that green self-identity and eco-consciousness significantly enhance green apparel purchase intention, with perceived consumer effectiveness mediating this relationship. Furthermore, price sensitivity was found to moderate the effect of perceived consumer effectiveness on green apparel purchase intention. Originality/value It highlights the psychological and economic drivers of green apparel purchasing and enhances the understanding of sustainable consumer behaviour literature and delivers actionable recommendations to marketers and policymakers in promoting green apparel, framing pricing strategies and segmenting the market.