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In the purchase intention of green products context, researchers have mainly investigated the role of symbolism but have mostly discussed symbolic attributes/meanings in terms of social status only. This research aims to investigate the impact of four perceived symbolic meanings of green clothing (status, environmentalism, innovation and fashion symbols) on consumers' purchase intention of green clothing through their attitude toward it. Besides, the moderating role of a consumer mindset in the indirect relationship between symbolic attributes and the purchase intention of green products through consumer attitude is examined.

The data were collected through a survey from a sample of 325 respondents in Turkey, especially younger ones. The data were analyzed via confirmatory factor analysis and hypothesized relationships were tested with multiple and simple regression analyses and PROCESS macros in SPSS.

All symbolic meanings of green clothing impact purchase intention positively and indirectly through consumers' attitudes toward it. The results of moderated mediation analyses showed that the impact of symbolic meanings, except for environmentalism symbol, on purchase intention through consumer attitude was significantly moderated by the consumer mindset.

This research contributes to the under-researched areas of the impact of various symbolic attributes/meanings of green clothing on consumers' purchase intention. Besides, this study advances the role of consumer mindset in consumer behavior research in such a way that it connects mindsets of personality, consumers' attitudes toward green products and their green purchase intention. Furthermore, this study addresses the gap in regard to the role of mindsets of personality on sustainable/environmental behaviors. It will provide implications for fashion marketing managers to develop appropriate targeting, positioning and communication strategies for consumers' mindsets.

The study examined the role of collective self-esteem (CSE), online communities, green attitudes and the influence of celebrities on green clothing involvement and consequently its impact on green clothing purchase behavior of Indian consumers.

A mix of convenience and random sampling was used for data collection via an online survey. The sample (n = 403) comprised consumers having awareness about green clothing. Structural equation modeling (SEM) was used for analysis.

Online communities, green attitudes and influence of celebrities predicted green clothing involvement and in turn their purchase behavior. CSE had no impact on consumers' green clothing involvement.

The findings can help green apparel manufacturers and designers to use celebrities and online communities to educate and promote the benefits of green clothing. Social media can be employed to share experiences and engage consumers about green clothing.

Since online networking sites are gaining predominance in influencing behavior, the study extends the earlier research on social influence by examining its role along with celebrities and CSE on green apparel involvement and purchase. The study combines celebrities, online communities and collective identity influences (offline and online) in predicting green clothing purchase in India.

The purpose of this paper is to examine influence of past environment-friendly behaviour, peer influence and green apparel knowledge in the context of organic clothing purchase behaviour.

Data were collected by means of a survey carried out in three major metropolitan cities and a sample of total 889 respondents was collected who were college students in India.

Past environment-friendly behaviour influenced Indian youth’s organic clothing purchase behaviour. Green apparel knowledge and peer influence, interestingly, had no impact on organic clothing purchase behaviour.

The sample was limited to students who had past experience with green products. This was deliberately done as the objective was to examine the influence of past environment-friendly behaviour and green apparel knowledge on organic clothing purchase behaviour. Youth with limited awareness about organic clothing were not contacted. This restricted the findings to a specific youth segment. Further, the study was limited to Indian youth and did not examine the purchase behaviour of other consumer segments. Demographic variables were not used for analysis as only purchase behaviour of young people as a consumer segment was studied.

The findings can be used by organic apparel manufacturers in marketing organic clothing brands to the Indian youth. Organic clothing can be positioned to emphasise green values and distinct lifestyle for environment-conscious youths. Initiatives like celebrity talk-shows, organic clothing exhibitions, and launch of organic clothing designer brands can be used to promote organic apparel. College students can be used as opinion leaders to communicate benefits of organic clothing and inculcate green values among larger population.

Organic products and brands are becoming popular among Indian consumers. There has been limited research on the subject of youths’ purchase behaviour of organic clothing to date. Companies trying to launch organic clothing brands in the country may find the results helpful in understanding green buying behaviour.

Based on the knowledge-attitude-behavior model, this study is aimed at investigating the influential mechanism underlying the purchase of green clothing by dividing this clothing category into green home-in wear and home-out wear within the context of green consumption. The mediating effects of perceived greenwashing (PG), perceived value (PV) and expected moral benefit (EMB) and the moderating effect of green clothing type (GCT) were examined.

The data for this study were collected from 366 valid samples through a between-subject design survey administered in China. Moderation analysis and mediation analysis using SPSS/PROCESS macro were applied to test the proposed hypotheses.

The results indicate that consumers' level of environmental knowledge (EKL) not only has a direct effect on purchase intention (PI) but also has an indirect effect through perceived value and expected moral benefit. However, perceived greenwashing did not play a mediating role in this relationship.

The study's findings show a moderating effect of green clothing type (green home-in wear vs green home-out wear). That is, compared to green home-out wear, the relationship between expected moral benefit and perceived greenwashing for green home-in wear had a weaker negative effect on purchase intentions.

This study aims to examine the influence of past environmental behaviour, green peer influence and green apparel knowledge on the subject of Indian consumers’ evaluation of the perceived benefits of green apparel.

Data was collected through a mall intercept technique in 10 cities across India.

Past environmental behaviour, green peer influence and green apparel knowledge had an impact on green apparel perceived benefits. Perceived benefits comprise of product attributes such as awareness of fair trade practices, the perceived value in buying fair trade clothes, and enhancement of self-image.

The research did not examine the impact of demographics and lifestyle on green apparel buying or the influence of product attributes such as quality, price and functional features in predicting consumers’ behaviour towards green apparel.

Green apparel manufacturers should focus on altruistic, physical and aesthetic product attributes. Green apparel can be marketed as a distinct product that communicates environment-friendly commitment. The social influence could be used to spread awareness about green apparel benefits.

There is little research on consumers’ perception of the benefits and value of green apparel in India. The study looks into altruistic and physical product features of green clothing and their role in enhancing an individual’s self-identity.

The purpose of this paper is to examine how consumers respond to environmental claims of three types contained in promotional messages attributed to one respected “green” brand and one mainstream leisure clothing.

A mall‐intercept questionnaire‐based survey in one city in Australia collected responses from 380 respondents, who rated environmental claims contained in promotional messages delivered via garment tags attached to T‐shirts.

Shoppers responded more positively to product‐related messages than cause‐related messages. They found environmental claims to be more credible if attributed to the green brands than to the neutral brand.

Future research might focus on the “green” market segment rather than interacting with the general population, and devise niche marketing strategies to clothes retailers. There is also room for more vivid pro‐green statements as test stimuli, perhaps generated by in‐depth qualitative research.

Though consumers are becoming increasingly green‐minded, the result is not necessarily more consumption of green products, but “better” consumption behaviour in general. Retailers should build a store image that clearly transmits their green credentials, as a proxy for the quality and nature of merchandise they carry.

Relatively little is known about green brands and environmental message appeals in clothes marketing, and no study has yet focused on Australia.

The objective of this paper is to synthesise the published literature on consumer awareness and acceptance of Sustainable Fashion (SF) and highlight that sustainability decisions taken across procurement, designing, manufacturing and retailing must include the consumer perspective of SF.

Systematic Literature Review (SLR) on sustainable fashion combined with consumer behavior was conducted. The study approach involved descriptive analysis, content analysis and theoretical analysis in the first section. The later sections focus on sustainability practices across the apparel supply chain that can foster acceptance of sustainable fashion.

In this review paper, five solutions that are typically used for leveraging consumer awareness and acceptance towards sustainable fashion are identified from the latest research papers: (1) attention to micro-sensitive factors (2) shared responsibilities (3) repositioning sustainable fashion for larger audience (4) positioning conscious fashion and (5) unified approach. These solutions are proposed as most important for achieving success in sustainable production and sustainable consumption (SPSC) for the fashion industry. Further, suggestions for how to embed sustainability related business decisions across sourcing, designing, manufacturing, distribution and recollection and retailing are also provided.

Through this research, a clear view emerges of the progression of publication and where future research should be directed to popularise sustainable fashion among consumers. Research findings and proposed solutions will be valuable inputs for brand managers, marketers and retailers as they conceive new plans and make decisions about addressing sustainability challenges in textile and apparel manufacturing firms.

This is a first of its kind of study on sustainable fashion that highlights the importance of understanding consumer behaviour in influencing sustainability decisions required across sourcing, designing, manufacturing and retailing to achieve substantial economic advantages in the fashion industry. End-to-end supply chain processes (i.e. procurement, design, manufacturing, marketing and retailing) are considered to identify several factors that influence consumer behavior in favor of sustainable fashion throughout the supply chain.

The research examined the influence of cosmopolitanism, global self-identity and online communities on Indian consumers’ green knowledge and consequently, its effect on the perception of green apparel product attributes.

A mall intercept technique was used for data collection in four cities in India. The hypothesized relationships were examined through structural equation modeling.

Cosmopolitanism, global self-identity and online communities influenced green knowledge. Green knowledge influenced Indian consumers’ perception of green apparel. The results indicate that social conformance and identification with online communities predicted consumers’ understanding of green apparel.

The research focused on green knowledge, cosmopolitanism, online communities and consumers’ perception of green apparel. The role of demographics, culture and product attributes like price, quality, promotions and design were not considered and may provide valuable insights.

Green apparel manufacturers can communicate about the product attributes by linking it with growing global environmental consciousness, cosmopolitanism and global self-identity traits that focus on green consumption. Online communities can be used to inform, educate and promote green apparel.

The study will pave the way forward to explore green consumption paradigms among fashion-oriented consumers in the Indian market who drive sustainable behavior.

The research suggested that conformance with global values and identification with online communities can be critical in helping consumers understand green apparel. It examined the importance of offline and online social conformance in evaluating green apparel.

In the last two decades, the fashion value chain traveled to developing parts of the world. To these nations, it paved a path for socio-economic development initially but lately, the aftermath has costed more. This article visualizes the gains and losses of fast fashion to these countries.

An in-depth systematic literature review was performed to analyze the secondary data from academic journals and reports from international organizations. The authors have compiled their empirical journeys in academia, research and industry from low- and middle-income countries (LMICs) based on Schon's (1983, 1990) theory of reflective practice. Further on, the article is structured using the value chain analysis (VCA) method which visualizes the aftermath of mass-producing fashion for the developed countries.

In this research it was found that LMICs have made substantial economic progress in the past two decades, however at a high social and environmental cost. It is the right time to find a balance between economic development and harm caused to the citizens of these nations.

At the moment the existing academic literature talks about unsustainable practices in the fashion sector around the world. This research precisely targets the LMICs where the aftermath is supposed to be much more severe. Further, it provides solutions and urges these nations to bring a substantial change throughout the value chain for a robust future.

This study aims to assess young customers’ repurchasing intentions toward green plastic products by incorporating green trust model into green purchase intention model. It also evaluates the role of gender moderation in the green repurchase intention formation model.

A total of 314 young consumers of green plastic products in Bandung, Indonesia were determined for this study. This study used variance-based partial least squares (PLS) to evaluate the proposed model and examine the hypothesized relationship, by means of SmartPLS 3. The construct validity and reliability were evaluated by testing the measurement model, while the proposed hypotheses were examined by testing the structural model.

The assessment of the proposed model using PLS reveals that the incorporation of green trust model increases the prediction strength of green repurchase intentions model on green plastic products. Further, this study shows that, in general, gender did not moderate the formation of green repurchase intentions.

Besides broadening the green repurchase intention theory, this finding offers a direction for green plastic businesses to improve their capability and their marketing strategies. This study offers an important contribution in understanding young consumers’ intentions to buy green plastic products, although it has several drawbacks. In the future, to increase its generalization, this study can be replicated on young consumers in other developing and developed countries, and this model can also be tested in other segments.

To the best of the authors’ knowledge, there are no published studies that have tested the repurchase intention model for green plastic products, and none of the past studies have incorporated these models to explain repurchase intention toward green plastic products. Furthermore, the inclusion of gender roles in green repurchase intentions for green plastic products is important to be explored.