The Influence of Consumer Attitude on Purchasing Behaviour Towards the Premium Fashion Apparel in Gujarat: The Moderating Effect of Sustainability - A Quantitative Study

Abstract

The discrepancy between attitudes and behaviours is a significant topic in social research. This study aims to pinpoint the primary obstacles that affect the intention to buy sustainable clothing, with the goal of understanding why consumers fail to translate their pro-sustainable attitudes into actual purchasing actions. Grounded in Ajzen’s (1991) Theory of Planned Behaviour, the research employs a quantitative approach. The results indicate that trust and environmental knowledge are the key barriers contributing to the attitude-behaviour gap. The findings offer comprehensive insights for stakeholders to better grasp the factors affecting sustainable purchase intentions, enabling them to plan accordingly. Consequently, companies can leverage these insights to craft effective strategies that promote sustainable choices among younger generations, who are expected to be the primary market for sustainable fashion in the future. To analyse this we have tried to understand the influence of attitude towards premium apparel on purchasing behaviour towards premium apparel we have used regression analysis and to understand the moderating impact of sustainability on the influence of attitude on purchasing behaviour we employed SEM and Jamovi.

Keywords: Sustainability, Apparel, Premium, Attitude, Purchasing Behaviour

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