Deciphering intrinsic and extrinsic factors of purchase intentions on upcycled apparel: PLS-SEM approach

Purpose With an abundance of green research on intentions and behaviour dominating the literature, this study aims to emphasise the upcycling version of apparel, considering intrinsic and extrinsic influencing factors in India. Design/methodology/approach A descriptive research design was employed to investigate the impact of intrinsic and extrinsic factors on the purchase intentions for upcycled apparel. Partial least squares structural equation modelling analysis was performed on the primary data collected from 342 consumer samples to fit the hypothesised factors in the theoretical model developed. Findings Except for green scepticism, environmental consciousness (EC) and perceived risk (PR), other factors under study had significant effects on upcycled purchase intention (UPI) of apparel among Indian consumers. Increased awareness and better affordability of upcycled apparel would elevate the conversion of UPIs to actual purchases. Research limitations/implications This study found that eco-anxiety, upcycled apparel affordance, green self-efficacy, upcycled apparel knowledge and green boycott intentions significantly boost purchase intentions for upcycled apparel among Indian consumers, while EC, green scepticism and PR showed weaker effects. Limitations include self-reported data risks (common method bias, social desirability) and measurement issues across Indian demographics. Future research should use mixed-methods, probability sampling for representativeness, cross-cultural designs and additional theories to enhance EC, scepticism and risk analysis. Practical implications The 7Ps-based implications urge upcycled apparel firms to design stylish, value-added products that use storytelling to counter “out-of-garbage” stigma and align with Indian cultural values. Firms should expand into formal and festive categories, price for affordability while stressing value, and run pride-based, educational promotions via social and digital media. Engaging youth, celebrities and real buyers as ambassadors, using online channels for reach and providing clear process education and strong physical cues (tags, visuals, endorsements) can build trust and close the intention–behaviour gap. Originality/value This sector-specific approach, which focuses on upcycling intentions, reveals pathways to convert waste into a wealth of apparel, thereby aiding in bridging the attitude-behavioural intention gap and supporting informed decision-making.